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The main objective of the research was to determine the relationship of personal values measured Schwatrz's questionnaire and types of involvement of consumers in the product. The assumption is that there is a connection between certain dimension values (Power, Achievement, Hedonism, Stimulation, Self-direction, Universalism, Benevolence, Tradition, Conformity, and Security) and types of involvement in this product: Satisfaction, Importance, Meaning, Consequences of risk and Probability of risk. In addition, we examined the differences in the hierarchical structure of values in different groups of consumers. The study was conducted on a sample of 200 consumers from the territory of the Republic of Serbia, different genders, ages, education levels and purchasing power. The investigation used Schwartz's scale of universal values (Schwartz, 1992) and profile involvement (Laurent and Kapferer, 1985), as well as a list of socio-demographic variables. The most dominanat dimension of involvement relates to pleasure, while the dominant value dimension is Hedonism . When it comes to socio-demographic variables, differences in the expression of value dimensions exist in relation to the age and income levels. There were no differences in value orientations of respondents when it comes to gender, and education level. As significant predictors for the types of involvement are allocated to the following value dimensions: Benevolence, Self-direction, Stimulation, Hedonism, Power, Tradition, Conformity, Spirituality. Based on the value dimension is not possible to predict the types of involvement that relate to meaning and probability of risk

Correlation of consumer values and product involvement