Abstract
Differences in consumer involvement with the products have been stated to be dependent on various product and brand related factors, viz., consumers' risk perceptions, product's hedonic value, product familiarity, brand awareness, dissimilarity, and difficulty of choice termed in this paper as antecedents of involvement. This paper investigates the relationship between product related antecedent conditions and consumer involvement for three products. It is found that consumer involvement differed across different types of products. Infrequently purchased durable products were more involving than frequently purchased non-involving products. The findings have significant implications for formulation of marketing strategies.