Measuring consumer involvement with grocery brands: model validation and scale-reliability test procedures

New research gives useful information about how sensitive existing measurement techniques are in detecting significant differences in consumer involvement with grocery products. It also shows how it is possible to adapt consumer involvement measuring techniques for use with fast-moving consumer goods. The measurement of involvement is now becoming more strongly established, and researchers are now closer to reaching agreement about a suitable definition of consumer involvement and to developing measurement methods. This is likely to lead to better measurement of the causal relationships with behavioural consequences.