We recently had the pleasure of mapping Mr. Gendut's brain at the precise moment he made certain purchase decisions. Here's what we found.

1) This is when he signed a contract to purchase a new computer network for his office. 175 computers with customized software that integrates the purchasing department with wholesale suppliers and the manufacturing parts warehouse.

2) He buys a digital camera. He's really into photography. And it was just a matter of comparing current prices and features of two models he's been looking at on the Internet.

3) He buys a new car for his wife. Shops around to get a SUV that has performed well in crash tests. He loves his kids. But he also loves to save money.

4) Almost on impulse, he buys an expensive new watch for himself. It's the same brand that his bosses boss wears.

5) He drives the SUV to the store with a list of things to buy from his wife. When he gets to "cooking oil" he has no idea what she uses. So he spends a little extra time reading labels to find out which is lowest in cholesterol.

6) On the way into the office the next day he picks up a candy bar a 7-11 convenience store.

7) For his wedding anniversary, and after some soul searching, he decides to send his wife and their two kids to Disneyland for the weekend. "Honey, I wanted to do something special for you, but I've got to work that weekend. So I thought, 'what better way to celebrate our wedding than to treat you and the kids to a fun trip.'" He has no plans to work that weekend.

8) He buys a copy of the National Enquirer at the check out counter just because it's got a picture of a sexy woman on the front cover.

OK. Look at Mr. Gendut's purchase decisions numbers 5 and 6, as they are currently plotted for cooking oil and a candy bar. Now reverse them on the graph. And describe a psychological process that explains why they would be plotted in their new positions.

If you answer is something like the following, then you understand consumer involvement theory.

5) Now the candy bar is located here instead of cooking oil. It's here because Mr. Gendut is conscious of both his weight and health. So he reads the labels of several candy bars to determine which one is the lowest in fat and calories.

6) Now the cooking oil is plotted here. The psychological explanation is that Mr. Gendut still doesn't know which oil to buy, based on the list he received from his wife. So he instinctively gets the brand his mother used, reflecting for a moment on her delicious fried chicken.