Pii For Advertising: Piia (Zaichkowsky 1990)

In measuring involvement toward advertising, a measure must be able to capture personal rational relevance as well as personal emotional relevance of the ad. Furthermore, an involvement measure directed toward advertising should be able to discriminate between high and low involvement with advertising. The PIIA is a 10-item semantic differential scale. All items are scored on a 7-point basis. The items are summed to form an overall measure of advertising involvement. The scale is considered unidimensional.

Authors

Zaichkowsky, Judith Lynne

Reliability and Validity:

coefficient alpha, factor analysis, correlation patterns

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