felt involvement can increase an individuals willingness to search for, process, and transmit information about a purchase. If a consumer perceived a product, which is important or valuable to them, it is more likely that they will have a high involvement with their decision process. The most important factors influencing a consumers involvement level are their perceived risks. The purchase of any product involves a certain amount of risk, which may include:Product Failure risk that the product will not perform as expected. (e.g., will the health supplements makes me feel better and prevent me from diseases?)Financial risk that the outcome will harm the consumer financially (e.g., will buying a formal suit cause my financial hardship?)Operational risk that consists of alternative means of performing the operation or meeting the need (e.g., is there any maintenance required for the ball dress?)Social risk friends or acquaintances will deride the purchase (e.g., what ill my friends think of me in this dress?)Psychological risk that the product will lower the consumers self-image (e.g., will I look stupid if I wear this dress?)Personal risk that the product will physically harm the buyer (e.g., is this health tablet meant to do me any good? Will it do as it said it will perform or will it ruin my health instead?)In a high degree of perceived risk, decisions in this case may require significantfinancial commitments, involve social or psychological implications. For example, the purchase of formal clothing, in such cases, internal and multiple external information sources are sought. Information is likely to be processed actively and carefully before a decision is concluded for the purchase. In other words, alternatives are carefully evaluated, and their attributes are painstakingly matched and compared. In the case of low degree of perceived risk, decisions in this case may require small or no financial commitments that i...
