a high level of felt involvement can increase an individual's 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 consumer's involvement level are their perceived risks.
             The purchase of any product involves a certain amount of risk, which may include:
             Ø 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?)
             Ø Financial – risk that the outcome will harm the consumer financially (e.g., will buying a formal suit cause my financial hardship?)
             Ø 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?)
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