OPPORTUNITIES FOR INVOLVEMENT RESEARCH - A SCALE-DEVELOPMENT APPROACH

The authors identify, classify, and compare several involvement measur es used in studies reported in the Journal of Advertising and related publications, and identify opportunities for future involvement resear ch. Most published scales pertain to enduring product involvement. Few studies have addressed enduring involvement with a service or situati onal involvement with either a product or a service. Most of the invol vement research in advertising has investigated the effects of situati onal involvement on other variables. Despite the considerable theoreti cal work related to the involvement concept, knowledge remains incompl ete. Additional scale development is advocated as a means for increasi ng the Knowledge base.