As a rule, product decisions are likely to be highly involving if the consumer believes there is a great deal of this means the person believes there might be negative consequences if he or she chooses the wrong option.

If there is a high level of PERCEIVED RISK, then consumers will take more time and effort in making a decision.

Think for example buying a house versus buying a soda.

There is not much thought needed when you are buying a soda. Choose which brand and what size, you are done.

When buying a house, because it is both more complex and more expensive, there is a greater perceived risk of losing money. When buying a home, it is a large investment and carries much risk, therefore the consumer will take more time and effort evaluating the purchase decision.

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