Complex buying behavior is undertaken by consumers when they are highly involved in purchase and perceive significant differences among brands. Consumers may be highly involved when the product is expensive, risky, purchased infrequently, and highly self-expressive. Typically, the consumer has much to learn about the product category.
For example, a PC buyer may not know what attributes to consider. Many product features carry no real meaning: a “3.2 GHz Intel Core i7 processor,” “WUXGA active matrix screen,” or “8 GB dual-channel DDR2 SDRAM memory.”