haku: @indexterm SCALING / yhteensä: 104
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| Tekijä: | Mittal, B. |
| Otsikko: | A comparative analysis of four scales of consumer involvement |
| Lehti: | Psychology and Marketing
1995 : OCT, VOL. 12:7, p. 663-682 |
| Asiasana: | SCALING CONSUMERS MARKETING RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | Four recent scales of consumer involvement are compared. These scales are first scrutinized, and where necessary, modified, on a priori grounds. The modified scales are then empirically compared in terms of undimensionality, convergent and discriminant validity, and monological validity. On these criteria, the pruned and modified version of each of the four scales is found satisfactory. However, some unique features of each, which are discussed as trade-offs that marketing researchers would have to consider in their choice of a scale to measure this important consumer behavior construct. |
SCIMA