Traditionally, involvement has been analysed in the context
of the decision making process. As Puccinelli et al. (2009) point
out, a consumer could make a different decision depending on
his/her degree of involvement with a good or service. Furthermore,
involvement has been studied not only as a predictor but also as
a mediator or even a consequence (e.g., Olsen, 2001; Eroglu et al.,
2003; Bell and Marshall, 2003; Hwang et al., 2005).