Abstract
This paper identifies how consumer involvement measuring techniques can be adapted for use with fast-moving consumer goods. The discussion opens with a review of the recent theoretical developments in involvement and their applications in a number of different product areas. A contemporary measuring device is identified from the extant literature and applied to grocery products. The researchers report on a data reduction step which enabled us to eliminate over one third of the measured items without apparent loss in reliability. Using this modified approach, significant differences in the levels of involvement were found across grocery product categories. The managerial implications of these results are discussed and further uses of the measuring device suggested.
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