Consumer involvement with products: comparison of PII and NIP scales in the Brazilian context
This study aims to evaluate the extent to which two scales of consumer involvement with products converge: PII (Personal Involvement Inventory), by Zaichkowsky (1994), and NIP (New Involvement Profile), by Jain and Srinivasan (1990). The literature review encompasses the main studies on measur...
Main Authors: | , |
---|---|
Format: | Article |
Language: | English |
Published: |
Fundação Escola de Comércio Álvares Penteado
2014-05-01
|
Series: | Revista Brasileira de Gestão De Negócios |
Subjects: | |
Online Access: | http://rbgn.fecap.br/RBGN/article/view/959 |
id |
doaj-6d80a5d5fa3a4e1d973f5a834387e140 |
---|---|
record_format |
Article |
spelling |
doaj-6d80a5d5fa3a4e1d973f5a834387e1402021-07-02T04:24:23ZengFundação Escola de Comércio Álvares PenteadoRevista Brasileira de Gestão De Negócios1806-48921983-08072014-05-011650759510.7819/rbgn.v16i50.959Consumer involvement with products: comparison of PII and NIP scales in the Brazilian contextVictor Manoel Cunha de Almeida0Natalie Bragança Düsenberg1Universidade Federal do Rio de JaneiroUniversidade Federal do Rio de JaneiroThis study aims to evaluate the extent to which two scales of consumer involvement with products converge: PII (Personal Involvement Inventory), by Zaichkowsky (1994), and NIP (New Involvement Profile), by Jain and Srinivasan (1990). The literature review encompasses the main studies on measuring the involvement of consumers with products. Data was collected through a survey that was applied to a nonprobabilistic quota sample of undergraduate students from different institutions across the state of Rio de Janeiro. A total of 1,122 questionnaires were collected, of which 1,025 (91.4%) were considered valid. In order to investigate the different levels of consumer involvement through different product categories, four products were used – sneakers, mobile phone, sports drinks and soft drinks. ANOVA and post hoc tests were used to verify the existence of significant difference on answers among product groups. This study’s substantive hypothesis, the degree of convergence between the classification results of the PII and NIP scales, was verified in two ways: through Spearman’s non-parametric correlation test and through the observation of the scales’ similar classification proportion rates. The scores’ independence was evaluated through the nonparametric Chi-Square test. Results show high classification convergence. The main contribution of this study is thus to empirically test the PII and NIP scales in the Brazilian context. Furthermore, the convergence of the scores of these scales suggests the possibility of comparing results of studies, using either scale.http://rbgn.fecap.br/RBGN/article/view/959Consumer behavior.1Consumer involvement with products.1PII scale.1NIP scale.1 |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Victor Manoel Cunha de Almeida Natalie Bragança Düsenberg |
spellingShingle |
Victor Manoel Cunha de Almeida Natalie Bragança Düsenberg Consumer involvement with products: comparison of PII and NIP scales in the Brazilian context Revista Brasileira de Gestão De Negócios Consumer behavior.1 Consumer involvement with products.1 PII scale.1 NIP scale.1 |
author_facet |
Victor Manoel Cunha de Almeida Natalie Bragança Düsenberg |
author_sort |
Victor Manoel Cunha de Almeida |
title |
Consumer involvement with products: comparison of PII and NIP scales in the Brazilian context |
title_short |
Consumer involvement with products: comparison of PII and NIP scales in the Brazilian context |
title_full |
Consumer involvement with products: comparison of PII and NIP scales in the Brazilian context |
title_fullStr |
Consumer involvement with products: comparison of PII and NIP scales in the Brazilian context |
title_full_unstemmed |
Consumer involvement with products: comparison of PII and NIP scales in the Brazilian context |
title_sort |
consumer involvement with products: comparison of pii and nip scales in the brazilian context |
publisher |
Fundação Escola de Comércio Álvares Penteado |
series |
Revista Brasileira de Gestão De Negócios |
issn |
1806-4892 1983-0807 |
publishDate |
2014-05-01 |
description |
This study aims to evaluate the extent to which
two scales of consumer involvement with
products converge: PII (Personal Involvement
Inventory), by Zaichkowsky (1994), and NIP
(New Involvement Profile), by Jain and Srinivasan
(1990). The literature review encompasses the
main studies on measuring the involvement of
consumers with products. Data was collected
through a survey that was applied to a nonprobabilistic
quota sample of undergraduate
students from different institutions across the state
of Rio de Janeiro. A total of 1,122 questionnaires
were collected, of which 1,025 (91.4%) were
considered valid. In order to investigate the
different levels of consumer involvement through
different product categories, four products were
used – sneakers, mobile phone, sports drinks
and soft drinks. ANOVA and post hoc tests
were used to verify the existence of significant
difference on answers among product groups.
This study’s substantive hypothesis, the degree of
convergence between the classification results of
the PII and NIP scales, was verified in two ways:
through Spearman’s non-parametric correlation
test and through the observation of the scales’
similar classification proportion rates. The scores’
independence was evaluated through the nonparametric
Chi-Square test. Results show high
classification convergence. The main contribution
of this study is thus to empirically test the PII and
NIP scales in the Brazilian context. Furthermore,
the convergence of the scores of these scales
suggests the possibility of comparing results of
studies, using either scale. |
topic |
Consumer behavior.1 Consumer involvement with products.1 PII scale.1 NIP scale.1 |
url |
http://rbgn.fecap.br/RBGN/article/view/959 |
work_keys_str_mv |
AT victormanoelcunhadealmeida consumerinvolvementwithproductscomparisonofpiiandnipscalesinthebraziliancontext AT nataliebragancadusenberg consumerinvolvementwithproductscomparisonofpiiandnipscalesinthebraziliancontext |
_version_ |
1721340249362137088 |