ABSTRACT
The Personal Involvement Inventory is a unidimensional construct of an object’s perceived relevance base on personal needs and interests. In advertising research, personal relevance suggests the felt importance of the advertisement, product, or purchasing decision. Personal elements such as needs and relevance, stimulus elements such as product alternatives and communication sources, and situational elements such as use and occasion are antecedents of involvement. J. M. Munson and E. F. McQuarrie reported one major factor, attitudinal involvement, and one minor factor, arousal involvement, for the 16-item Modified Personal Involvement Inventory (MPII). To support predictive validity, they found that scores on the 16-item MPII significantly predicted three consequences of involvement: information search and choice, brand comprehension, and brand differentiation. McQuarrie and Munson criticized the PII for “the absence of a multi-dimensional approach and the danger of attitude contamination”.
