Scaling Consumers' Purchase Involvement: A New Approach

A two-dimensional scale, called ECID Scale, is presented in this paper. The scale is based on a comprehensive model and captures the two antecedent factors of purchase-related involvement, namely whether motivation is intrinsic or extrinsic and whether risk is perceived as low or high. The procedure of scale development and item selection is described. The scale turns out to perform well in terms of validity, reliability, and objectivity despite the use of a small set of items – four each – allowing for simultaneous measurements of up to ten purchases per respondent. The procedure of administering the scale is described so that it can now easily be applied by both, scholars and practitioners. Finally, managerial implications of data received from its application which provide insights into possible strategic marketing conclusions are discussed.