MEASURING INVOLVEMENT FROM ITS CONSEQUENCES

A 21-item Likert-type 'Consequences of Involvement' questionnaire (CIQ ) was developed to measure the level of involvement with products. Unl ike other scales, the CIQ attempts to measure involvement from its con sequences, rather than requesting the subject to directly rate his or her state of involvement. It was applied to Spanish and English sample s and in each sample the involvement with two products was measured. I n all four cases the questionnaire met psychometric standards and prov ided essentially the same two-factor structure. The first factor was l abeIled `Cognitive Dimension' and was inferred from consequences relat ed to the increase of information on the product. The second factor wa s labelled 'Affective Dimension' and was related to the emotional aspe cts of using or owning the product. The results obtained were in agree ment with the two-factor theory of involvement proposed by Park and Mi ttal (1985). In addition, the Personal Involvement Inventory (Zaichkow sky, 1985) was adapted to the Spanish population and some problems rel ating to criterion validity and its dimensionality were noted.