What does high customer involvement usually imply about a purchase?

High customer involvement typically indicates that a purchase requires significant thought and consideration. This is because high involvement products often have a greater impact on the buyer's life, whether due to their cost, complexity, or the personal significance of the product. For example, items like cars, homes, or expensive electronics often necessitate extensive research, comparisons of features and prices, and perhaps even consultations with friends or experts before making a decision.

In contrast, low-cost items generally do not require as much thought or emotional investment from the consumer. Impulsive decisions are usually associated with items that have low customer involvement, where the purchase is made quickly and with little deliberation. Similarly, when purchases require minimal branding comparison, they can indicate low involvement, as consumers are not as invested in the brand or features and may make decisions based on convenience or availability rather than extensive evaluation.