The relationship between product involvement and hedonic and utilitarian in product categories

Consumerbehavior involves many activities. Each consumer has thoughts, feelings, plans, attitude, decisions and purchases. Marketers should find how consumers gather information and how they apply such information in selecting competitor's products. Relative information about consumer's behavior will be used in predicting and recognizing their activities in the market. The present research investigates the relationship between involvement and hedonic and utilitarian in four product categories (automobile, perfume, mineral water and cigarette) that evokes various types of anticipatory emotions and reasons and how those emotions and reasons may then be translated into affective/cognition evaluations of products to influence the way consumers construct their preferences. Different emotions are related to the affective evaluations of the hedonic product versus Different reason are related to the cognition evaluations of utilitarian product. Data was collected from sample of 235 student from Islamic Azad university science and research branch, Tehran, Iran. Results of data analysis have shown confirmation of relationship. In other word, there is significant relationship between dimensions of consumer involvement (PIIAFF) with hedonic and (PIICOG) with utilitarian