The Involvement of Products and Services Across Six Cultures1

The study uses the Personal Involvement Inventory (PII) model to measure the involvement that consumers in six countries have for a series of eight products and services. The purpose of the research is to gain further insight into two critical problems in standardizing marketing programs for multinational markets. The first problem is to identify products or services that potentially could be standardized, and the second problem is to discern the relative importance of the products or services to the different national consumers. The preliminary findings of the study reflect the difficulties involved in standardizing international marketing programs.