In a particular situation, a consumer's level of involvement determines the importance and interest intensity in a product. A buyer's level of involvement determines why he or she is motivated to seek information about certain products and brands but virtually ignores others. The extensiveness of the buying-decision process varies greatly with the consumer's level of involvement. Routinized response behavior is likely to be used for low-involvement products. Limited- or extended-decision making is required for high-involvement products.
