Purchase Decision Involvement: PDI (Mittal 1989) - statswork

Purchase Decision Involvement: PDI (Mittal 1989)

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According to Mittal (1989), PDI is defined as the interest that a consumer bears to make a purchase decision. In this regard, the PDI scale is devised which is a four-item measure on 7-point bipolar phrases. The PDI score is calculated by adding all the item scores and dividing the score by four.

Authors

Mittal, Banwari

Reliability and Validity:

Convergent, discriminant, and criterion validity are assessed. Correlations with a measure of consumer information search revealed criterion validity. Test-retest reliability and factor loadings could be offered.

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References

Mittal, Banwari. (1989). "Measuring Purchase-Decision Involvement." Psychology & Marketing, 6, 147-162. © 1989 by John Wiley & Sons, Inc. Scale items taken from Figure 1 (p. 152). Adapted by permission of John Wiley & Sons, Inc.

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