عنوان مقاله [English]
نویسندگان [English]چکیده [English]
One of the basic concepts that is considered in consumer behavior is the consumer information
process. It includes three factors: perception, involvement and memory.
In this research, the relationship between involvement and product knowledge is considered which is
kept in long-term memory with attention to moderator variable of the product type. The relationship
between involvement, objective knowledge, and subjective knowledge of utilitarian and hedonic
products is considered. The results show that involvement represents and affects changes in
knowledge, but this effect is different for various products and types of knowledge.