InterestedA consumer who is passionate about a product category such as a fashion enthusiast who spends several hours a week reading fashion blogs.
KnowledgeableA consumer who is familiar with concepts and terms related to the product. For example, a car enthusiast who understands engine specifications.product category out of need. For example, a person who has diabetes who tends to notice advertising for non-sugar snacks.
Situational & TransactionalA consumer may be highly involved in a product category for a short period of time due to a temporary interest or need. This often occurs within the context of research for a transaction such as a consumer who intensely researches solar panels for a week before making a purchase.
AspirationalA consumer who often researches a product category but rarely or never makes a purchase due to budget constraints.
|Overview: Product Involvement|
The degree to which a consumer is engaged with a product category