Buying decisions from consumers can be dependent on their level of involvement with the product or brand. Brand loyalty can stem from whether the consumer is highly or lowly involved with the brand. High involvement consumers interact with brands and products that are important to them, are risky or expensive and products that people who are important to the consumer have strong opinions on. High Involvement consumers will usually progress through complex buying behavior to decide whether they want to purchase a product whose brand greatly differs from others. This involves gaining knowledge of the product, specifications and attributes, and furthermore creating attitudes that lead to the buyer's decision. Similarly, dissonance-reducing buying behavior occurs in the same situation, but instead with brands they see little differences between. This process consists of consumers finding purchase convenience, attractive pricing, and shopping around. High involvement consumers search for more product attributes and engage in more product related activities, such as searching for more information on a product and researching the brands background. This engagement makes consumers aware and knowledgeable of the brands attributes, so therefore they can shape behavioral brand loyalty, as the consumer feels that they know the brand well.