Product involvement refers to the degree of importance consumers attach to a product or their subject recognition of a product's value. By coupling Atanassov's intuitionistic fuzzy sets and finite automata, we develop an integrated model of product involvement with its antecedents and consequences. We use an intuitionistic fuzzy automaton which is a dynamic system op-erating in discrete time that transforms sequences of the antecedents (personal and ob-ject/stimulus factors) received at the input of the system to sequences of the consequences (behavioral effects) produced at the output of the system. The transformation is accomplished by a changing internal state, i.e., product involvement. The empirical results indicate the fact that a fitting model relies on both the selection of implications and compositions in the in-tuitionistic fuzzy automata. On the average, the standard composition has the better effects used in the machine whether it combines with any kind of implicators.