The concept of consumer involvement during the last decade has received intensive and growing attention in consumer behavior research. There have been many definitions and conceptualizations of consumer involvement, but one of the most popular definitions was by Rothschild (1984): "involvement is a state of motivation, arousal or interest. This state exists in a process. It is driven by current external variables (situation, product and communication) and past internal variables (enduring, ego and central values). Central to the definition is the acknowledgement that "involvement is no…
