The document discusses Consumer Involvement Theory, which holds that consumer involvement is based on the importance of a product to the consumer and is influenced by two aspects: the time and effort a consumer spends making a purchase decision and whether emotion or reason has a greater influence. It divides consumer involvement into four segments based on these aspects: high involvement/emotional, high involvement/rational, low involvement/emotional, and low involvement/rational. Examples are provided of types of products and services that would fall into each category.