LogoutWelcome guest
Article Information:
Title:
Measuring purchase decision involvement for financial services: comparison of the Zaichkowsky and Mittal scales
Author(s):
Gordon R. Foxall, John G. Pallister
Journal:
International Journal of Bank Marketing
Year:
1998
Volume:
Issue:
Page:
180 - 194
ISSN:
0265-2323
DOI:
10.1108/02652329810228181
Publisher:
MCB UP Ltd
Document Access:
Existing customers:
Please login above.
You do not have rights to view the article
Purchase this document:
Price payable:
GBP £13.00
plus handling charge of GBP £1.50
and VAT where applicable.
Purchase
Request this document:
Print or e-mail a document request to your librarian.
Request
Reprints & permissions:
Request
Abstract:
A random sample of 308 UK consumers was used to compare two scales for the measurement of consumer involvement - Zaichkowsky’s revised Personal Involvement Inventory and Mittal’s Purchase-decision Involvement Scale - in terms of internal reliability, dimensionality, convergent validity, discriminant validity, and criterion validity. In general, both inventories perform well but the results raise interesting questions about the emotional versus rational structure of consumer involvement with financial services. The practical implications of the results for consumer research and the marketing of financial services are discussed.
Keywords:
Consumer behaviour, Consumer marketing, Corporate policy, Decision making, Financial services, Marketing research
Article Type:
Research paper