The purpose of this research was to develop a conceptual framework to further understanding of how consumers behavioral involvement with reading online reviews influences their decisions to purchase fashion apparel. This behavior (e.g., consumers who read online reviews) is explored for its influence on (1) cognitive and affective involvement, (2) consumer involvement with efficiencies of time, energy and money, and (3) hedonic shopping value as a measure of consumer satisfaction. These three dimensions of involvement are used to explain behaviors in a consumer involvement profile for consumers who read online reviews when shopping for fashion apparel. The profile assigns five dimensions of consumer involvement: importance, risk importance, risk probability, pleasure, and sign (e.g., status) to a consumer’s involvement with online reviews when shopping for fashion apparel.