Consumer involvement with products: comparison of PII and NIP scales in the Brazilian context

• Autor(a) principal: Almeida, Victor Manoel Cunha de
• Data de Publicação: 2014
• Outros Autores: Düsenberg, Natalie Bragança
• Tipo de documento: Artigo
• Idioma: eng; por
• Título da fonte: Revista Brasileira de Gestão de Negócios (Online)
• Texto Completo: https://rbgn.fecap.br/RBGN/article/view/959
• topic: Comportamento do consumidor. Envolvimento do consumidor com o produto. Escala PII. Escala NIP

This study aims to evaluate the extent to whichtwo scales of consumer involvement withproducts converge: PII (Personal InvolvementInventory), by Zaichkowsky (1994), and NIP(New Involvement Profile), by Jain and Srinivasan(1990). The literature review encompasses themain studies on measuring the involvement ofconsumers with products. Data was collectedthrough a survey that was applied to a nonprobabilisticquota sample of undergraduatestudents from different institutions across the stateof Rio de Janeiro. A total of 1,122 questionnaireswere collected, of which 1,025 (91.4%) wereconsidered valid. In order to investigate thedifferent levels of consumer involvement throughdifferent product categories, four products wereused – sneakers, mobile phone, sports drinksand soft drinks. ANOVA and post hoc testswere used to verify the existence of significantdifference on answers among product groups.This study’s substantive hypothesis, the degree ofconvergence between the classification results ofthe PII and NIP scales, was verified in two ways:through Spearman’s non-parametric correlationtest and through the observation of the scales’similar classification proportion rates. The scores’independence was evaluated through the nonparametricChi-Square test. Results show highclassification convergence. The main contributionof this study is thus to empirically test the PII andNIP scales in the Brazilian context. Furthermore,the convergence of the scores of these scalessuggests the possibility of comparing results ofstudies, using either scale.Keywords: Consumer behavior. Consumerinvolvement with products. PII scale. NIP scale.