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 operating in discrete time that transforms sequences of the antecedents (personal and object/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 intuitionistic fuzzy automata. On the average, the standard composition has the better effects used in the machine whether it combines with any kind of implicators.