The concept of involvement has been identified as an important factor in explaining consumer behaviour since Krugman (1965) introduced the term to consumer psychology. Numerous studies have since then been produced in a wide variety of consumerrelated research. Yet one underlying theme appears to remain constant. Involvement is postulated as the consumer ’ s perceived importance or relevance for an object, such as a product, based on inherent needs, value, and interest. For example, Antil (1986) , on the basis of the inherent interrelationship of involvement components, defined involvement as the level of perceived personal importance and/or interest evoked by a stimulus (or stimuli). The stimulus may refer to a product class. Involvement is then conceptualized as interest in or perception of importance of a particular product category ( Zaichkowsky, 1985 ), such as wine.