Conceptualizing involvementThe plethora of consumer behavior and social psychology literature on involvement suggests considerable interest in this construct. However, there is no common conceptual or methodological framework for its examination in the two publications (Laaksonen, 1994; Jain and Srinivasen, 1990; Rothschild, 1984; Zaichkowsky, 1985; Traylor and Joseph, 1984). Three main perspectives of implication are evident in the existing literature; product-centered, subject-centered, and response-centered orientations (Finn, 1983). The product-centered view defines involvement as the perceived importance of the product to the consumer, that is, whether the product is trivial and, therefore, unimportant, or serious and The subject-centered view argues that consumers differ in terms of involvement type variables. Three subgroups of subject-centered definitions have been postulated. They include interest/importance, relevance (goals/consequences), and engagement (ego involvement). From this perspective, involvement has been defined either as the consumer's level of interest in a product category, or as the importance it has for them; the level of involvement of a consumer in a product to the extent that it relates to an achievable end or concerns information that will have a direct impact on him; and the level of commitment demonstrated by the consumer to his or her position on an issue (Greenwald and Leavitt, 1984; Rothschild, 1984; Simon, 1967). The final alternative perspective views implication as response-centered. According to this view, involvement is active participation in information processing (Engel and Blackwell, 1982; Bettman, 1979). Despite the numerous and varied definitions of consumer involvement that have emerged in the literature, two common ideas emerge: first, involvement is a multidimensional construct (McQuarrie and Munson, 1986; Laurent and Kapferer, 1985) and, second, it is a motivational force that can help explain various behavioral outcomes (e.g., number and type of choice criteria, extent of information searches, duration of the decision-making process, variety seeking and change of brand). The multidimensional aspect of involvement has been demonstrated by various researchers who suggest that the dimensions include: normative involvement - the importance of the product class to values, emotions and ...... middle of the article ......able groups to take control of their reproductive health. To improve public health, social marketing focuses on changing prevailing attitudes and behaviors at all levels. To achieve this, people must believe they are at risk. They must be confident that they have the power to change their own behavior, and the new behavior must be compatible with dominant cultural norms. Additionally, healthcare providers and retailers often need to be convinced that the products and services being promoted are necessary, safe, and socially acceptable. Increased impact on health. Social marketing is considered one of the most effective types of public health interventions because it delivers measurable results. The ultimate goal of social marketing is social impact. In public health, this translates into a reduction in risky or unhealthy behaviors which can in turn impact the spread of disease, chronic malnutrition or uncontrolled birth rates. The impact of social marketing is often measured in terms of ACP (years of contraceptive protection), reduced prevalence of diseases such as..