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	Skala uključenosti potrošača	Skala pravednosti cene
Oblast	Marketing menadžment	Marketing menadžment
Porodica	Process / pipeline	Process / pipeline
Godina nastanka	1985	2004
Tvorac	Judith Lynne Zaichkowsky	Ling Xia, Kent B. Monroe, Jennifer L. Cox
Tip	Uni-dimensional consumer involvement scale	Multi-dimensional price fairness scale
Temeljni izvor	Zaichkowsky, J. L. (1985). Measuring the Involvement Construct. Journal of Consumer Research, 12(3), 341-352.	Campbell, M. C. (2005). Perceived Price Fairness. MIT Sloan Management Review, 46(3), 30-35.
Drugi nazivi	Product Involvement Scale, Personal Involvement Inventory	Pricing Justice Scale, Fair Price Perception Scale
Srodne	3	3
Sažetak	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.	The Price Fairness Scale (PFS), developed by Xia, Monroe, and Cox (2004), measures customer perception of whether a charged price is fair and reasonable relative to value received and market comparison. Price fairness assessment differs from absolute price satisfaction: customers may perceive a price as high but fair if quality justifies it, or as low but unfair if they suspect price discrimination or exploitation. The PFS captures three dimensions of price fairness judgment: Distributive Fairness (whether the price-value ratio is equitable), Procedural Fairness (whether the pricing process is transparent and non-discriminatory), and Interactional Fairness (whether pricing explanations are respectful). The scale is critical for premium pricing strategy, price increases, and dynamic pricing implementation.