Involvement Scale (Zaichkowsky, 1994)

To me this (product/activity/service,etc.) is…

(Semantic differential scale)

1. Important/Unimportant
2. Boring/Interesting
3. Relevant/Irrelevant
4. Exciting/Unexciting
5. Means nothing/Means a lot to me
6. Appealing/Unappealing
7. Fascinating/Mundane
8. Worthless/Valuable
9. Involving/Uninvolving
10. Not needed/Needed

or

To me this (product/activity/service,etc.) is…

(Likert scale )

1. Important
2. Boring
3. Relevant
4. Exciting
5. Means nothing
6. Appealing
7. Fascinating
8. Worthless
9. Involving
10. Not needed

Source:

Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of Advertising, 23 (4), 59-70.

Source:

Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of Advertising, 23 (4), 59-70.

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