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The appellation of origin, which indicates an agro-food product's region of origin, is growing in importance, both as a guarantee of the quality of the product and as a brand associated with a set of differentiating attributes. In this context, the present work analyses the consumer's temporary involvement with wine appellations of origin, specifically framing this analysis in the purchase process. To measure this construct it is proposed to refer to its cognitive base. This variable is employed to segment the market, identifying three clusters of consumers with varying involvement with the appellation of origin, differentiated by their structures of knowledge about the brand, but with similar demographic and socioeconomic characteristics. In addition, the paper also examines the development of each of these segments' affective, cognitive and behavioural responses towards this sign.