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Conceptualizing InvolvementThe plethora of consumer behavior and social psychological literature on involvement suggests considerable interest in this construct. in that respect has not, however, been a common conceptual ormethodological framework to its examination in either literature (Laaksonen, 1994 Jain and Srinivasen, 1990 Rothschild, 1984 Zaichkowsky, 1985 Traylor and Joseph, 1984).Three main perspectives of involvement atomic number 18 evident in extant literature intersection point-centered, subject-centered and response centered orientations (Finn, 1983).The product-centered perspective defines involvement as the perceived importance of the product to the consumer, i.e. whether the product is trivial and, therefore, unimportant, or serious and thus important.The subject-centered view maintains that consumers differ in terms of involvement-type variables. Three sub-groupings of subject-centered definitions have been postulated. They include interest/importance, relevancy (goals/consequences) and commitment (ego involvement). In this perspective, involvement has been delimitate as either the level of interest the consumer has in a product category or how important it is to her the level a consumer is involved with a product in so far as it is related to some achievable end or concerns information that will directly impact on them and, the level of commitment the consumer exhibits with respect to her position on an issue (Greenwald and Leavitt, 1984 Rothschild, 1984 Simon, 1967). The final alternative perspective views involvement as response-centered. This view holds that involvement is the active participation in information processing (Engel and Blackwell, 1982 Bettman, 1979).Despite the many and varied definitions of consumer involvement that have emerged in the literature, two common ideas emerge first, involvement is a multi-dimensional construct(McQuarrie and Munson, 1986 Laurent and Kapferer, 1985), and, second, it is a motivational force wh ich can help explain various behavioral outcomes, (for example, number and type ofchoice criteria, extensiveness of information search, length of decision-making process, variety seeking, and brand switching). The multi-dimensional horizon of involvement has been demonstrated by various researchers who suggest that the dimensions includenormative involvement - the importance of product class to values, emotions, and ... ...rable groups to take control of their reproductive health. To mitigate public health, social selling focuses on changing prevailing attitudes and behaviors at all levels. In order to do this, people must believe that they be at risk. They must feel confident they have the power to change their own behavior, and new behavior must be compatible with prevailing heathen norms. In addition, health providers and retailers must often be convinced that the products and services being promoted are needed, safe and socially acceptable. Increased health impact. complai sant marketing is considered one of the most effective types of public health interventions because it offers measurable results. The ultimate goal of social marketing is social impact. In the area of public health, this translates into reduce risky or unhealthy behaviors that can in turn have an impact on the spread of diseases, chronic malnutrition or uncontrolled birth rates. Social marketing impact is often measured in terms of CYP (contraceptive years of protection), reduced prevalence of diseases such as sexually transmitted infections, malaria and food-borne diarrhea, or change magnitude number of patients at network clinics.