One of the basic concepts which is considered in consumer behavior is consumer information process. It includes three factors which are as follows: Perception, Involvement and Memory.In this research, the relationship between involvement and PRODUCT KNOWLEDGE is considered which is kept in long-term memory with attention to moderator variable of the PRODUCT type. In other words, the relationship between involvement and objective KNOWLEDGE, SUBJECTIVE KNOWLEDGE in two types of PRODUCTs are considered which are utilitarian PRODUCT and hedonic PRODUCT. The results show that involvement represents and effected on the changes of KNOWLEDGE, but this effect is different on the basis of various PRODUCT and different types of KNOWLEDGE.

In this article brand generation and its effects on PRODUCTs were assessed. Some kinds of view used for about subject. Brand has an important role for describing of identity, property, differences, and priority. Also under this condition, brand plays a role as a complement for PRODUCTs attributes. Brand is able to affect on PRODUCTs and users, besides usability and reliability of PRODUCTs will be affected by brand, and also it creates a logical and rational among, consumer, PRODUCT and manufacturing sectors. Mass PRODUCTion and marketing evolution makes some degrees of values and capabilities for PRODUCTs, therefore if someone wants to use of the mentioned abilities should know brands' values.

Background and Aim: What constitutes adequate dialysis has been debated in the nephrology literature over the past years. We believed that short and infrequent dialysis session contributed to poor outcome. This result provides additional evidence that (KT/V) in a flawed concept upon which to based the dose dialysis in general. Base on published evidence from many source we proposed a new index of adequacy of hemodialysis to be called hemodialysis PRODUCT (HDP).Materials and Methods: The prospective study was performed on 100 dialysis patient in the Imam hospital dialysis ward in Tehran during 2002. delivered (KT/V) and (HDP) achieved for any patient separated.Results: 100 patients including 44 female and 56 male were studied. Result has shown (KT/V) d≥l in 43% and (KT/V) d<1 in 57%. HDP in patient with (KT/V) d> 1 were ≥36. HDP in patient with (KT/V) d < 1 were < 36. Correlation between (KT/V) d and albumin was significant (p< 0.03, Albumin ≥4mg/dl). Correlation between (KT/V) d and cholesterol, hemoglobin, creatinine were not significant. Correlation between (KT/V) d and HDP was significant (p< 0.001).Conclusion: Finding above has shown that higher weekly delivered (KTN) correlate with dialysis result increase hemodialysis PRODUCT (HDP). More frequent and session dialysis results increase in HDP, provide better weekly (KT/V) d with normal albumin (show good caloric and protein intake).