While the Measurement of Involvement Is Important for Many Marketing

Multiple Choice

While the measurement of involvement is important for many marketing applications, researchers do not agree on the best way to measure it. French researchers advocated the development of an involvement profile containing four components. They reasoned that no single component captures consumer involvement because it can occur for different reasons. Which of the following was NOT measured in their scale:

A) sign value of the product category, i.e., its use is not related to the person's self- concept
B) perceived importance of the product and the consequences of making a bad purchase
C) consumer's self- rating of involvement
D) probability that one would make a bad purchase
E) pleasure value of the product category