An Analysis of the Convergent and Discriminant Validity of the Personal Involvement Inventory and the Consumer Involvement Profile

In this paper two measures of involvement, the Personal Involvement Inventory and the Consumer Involvement Profile, were tested for both convergent and discriminant validity in the context of a high involvement product and a low involvement product. The results show that convergent validity does exist between the two measures. In addition, the research depicted the two measures as exhibiting discriminant validity relative to innovativeness and confidence in information processing but not in terms of attitude toward the object and attitude toward the act. Relatively speaking, the high involvement product showed less convergent validity and more discriminant validity than the low involvement product. The research is based on data collected from 76 undergraduate university students.