Involvement refers to the commitment or interest an individual demonstrates toward a product, service, brand, or idea. It translates into a state of motivation that determines the level of energy invested in tasks related to that item, thus influencing purchasing behavior and consumption decisions. This concept is a continuum that varies according to individuals and contexts, and constitutes a relevant criterion for market segmentation. Several factors, such as product characteristics, price, the purchasing environment, and perceived risk, modulate this degree of involvement.