In the marketing literature, the consumer's motivation to search for information and engage in the purchase decision process is sometimes known as "involvement". Consumer involvement has been defined as "the personal relevance or importance of a message a decision". Purchase decisions are classified as low involvement when consumers suffer only a small psycho-social loss in the event that the make a poor decision. On the other hand, a purchase decision is classified as high involvement when psycho-social risks are perceived to be relatively high. The consumer's level of involvement is dependent on a number of factors including, perceived risk of negative consequences in the event of a poor decision, the product category - especially the social visibility of the product and the consumer's prior experience with the category.