Because of the reason that the individuals’ thoughts have the complicated and uncertain char-acteristics in the field of social science, this study makes the most of the fuzzy sets, which solve uncer-tain and imprecise conditions, to transform the opin-ions belonging to human beings into the quantitative numbers. Advertising involvement is regarded as the object for this empirical study which comprehen-sively collects plenty of antecedents and consequences for advertising involvement. We take advantage of the fuzzy automata to develop an integrated model of advertising involvement. The results indicate that in addition to the selection of implications, a fitting model relies on the selection of compositions in the fuzzy automata. On the average, the standard com-position, which is one of compositions in this study, is the most appropriate method for developing a model of advertising involvement.