Studying the involvement variable is key to explaining consumer behaviour. The aim of the current research is to analyse the effect that the individual’s temporary involvement with the appellation of origin has on the process of the decision to purchase agro-food products. It is proposed and confirmed a measurement of the consumer’s temporary involvement by three properties defining its cognitive base: number of associated values, centrality of these values and intensity of the relation. To examine the influence of the temporary involvement, we consider the cognitive, affective and behavioural responses that make up the decision process. Here, the analysis focuses on the product category of wine.