Product involvement refers to the level of interest, attachment, and emotional connection that a consumer has towards a particular product or brand. It is the extent to which a consumer is invested in a product, both mentally and emotionally, and how much it affects their decision-making process. This involvement can be influenced by various factors such as personal values, past experiences, and perceived benefits of the product. A high level of product involvement can lead to a stronger brand loyalty and a deeper connection with the product, while a low level of involvement may result in a more casual and less committed relationship. Understanding product involvement is crucial for businesses as it can impact consumer behavior and purchasing decisions.