Application of the personal involvement inventory in marketing

摘要: This article describes two studies of the revised, 10-item Zaichkowsky Personal Involvement Inventory (PII) that illustrate use scale to identify involved consumers for managerial purposes. The first study used data from 185 men and women topic travel services. Study obtained 135 adult covered fashionable clothing. findings both revealed a wide variety differences in managerially relevant behaviors between low high involvement consumers. implications these service fashion managers are discussed how PII can help marketing decision making. © 1993 John Wiley & Sons, Inc.