Consumer Involvement Scale
The Consumer Involvement Scale (CIS), developed by Zaichkowsky (1985), measures the degree to which a consumer feels personally invested in a product, brand, or purchase decision. Originally a 20-item instrument operationalizing the concept of 'personal relevance,' the CIS was refined to 10 items in 1994 (Revised Personal Involvement Inventory, PII), maintaining measurement of consumer involvement across multiple semantic dimensions. Involvement captures both the personal importance of a product category and the perceived risk of making a poor choice. The scale is fundamental in consumer behavior research for understanding motivation, information processing, and purchase decision intensity.
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- Zaichkowsky, J. L. (1985). Measuring the Involvement Construct. Journal of Consumer Research, 12(3), 341-352. · DOI 10.1086/208520
- Zaichkowsky, J. L. (1994). The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising. Journal of Advertising, 23(4), 59-70. · DOI 10.1080/00913367.1943.10673459
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