Acquaintance with all Types of Involvement in Consumer Behavior

Conception and measurement of involvement infrastructure is a challenging subject in consumer behavior since 1960 up to now. Conception of involvement has a vital role in perception of information process and many subjects relates to consumer behaviors. This conception origin from social sciences at first and was used in marketing in 1965 for the first time. Involvement happen when consumer is aware of a product and degree of involvement in product class is an important and basic variable in advertising strategy. This article analyzes content and related concepts in learning and consumer and key concepts and current models are analyzed in this matter.

Product Involvement, Product Class, Consumer Involvement, Consumer Behavior