Motivation or consumer involvement was measured through a five point Likert scale in which consumers had to
evaluate to what extent a range of foods, including virgin olive oils and organic food were important, necessary, of
interest or concern to them. This scale was developed with reference to both the original and revised scales of
involvement in products called the Personal Involvement Inventory (PII) proposed by Zaichkowsky (1985 and 1994,
respectively). pect to the
confusion that sometimes exists between this construct and attitude were taken into account. This is a scale that
reflects only one facet of involvement: importance.