What does product involvement affect in consumer behavior?

Product involvement significantly impacts a consumer's personal relevance and engagement with a product. When a consumer has high product involvement, it means that the product holds personal significance, which leads to a deeper cognitive and emotional investment. This heightened involvement often affects how consumers process information about the product, their decision-making processes, and their overall attitudes toward the brand.

For instance, in situations where consumers feel that a product is essential to their identity or lifestyle—like a luxury car or a high-tech gadget—they are likely to invest more time in researching the product, reading reviews, and seeking other consumers' opinions. This thorough engagement results in a more informed decision, leading to a stronger commitment to the purchase and increased brand loyalty. Thus, product involvement directly correlates with how much attention and value consumers place on the items in question, affecting their purchasing behavior.