their brand. Consumers take notice of campaigns, and a wave effect can occur, due to the relational sense of the campaign to the common person's emotions. Once a consumer establishes an emotional bond with a brand, the consumer is more likely to be able to recall the brand than consumers who have been subject to a large amount of content information. Because of this increased level of recall, brand loyalty is more likely to occur, as the brand name is resonating in the consumer's mind due to a feeling of emotional attachment. Furthermore, consumers are willing to pay more for a product that has a brand name that resonates with them emotionally. High- vs. low-involvement consumers 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 has a high or low level of involvement 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. Such behavior 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 brand's background. This engagement makes consumers aware and knowledgeable of the brand's attributes, so this engagement can shape behavioral brand loyalty, as the consumer feels that they know the brand well. Low-involvement consumers take on habitual buying behavior or variety-seeking behavior. These processes occur when a consumer is purchasing fast-moving goods and requires a low product-involvement level. Habitual behavior occurs when the consumer doesn't see large differences between brands, and therefore doesn't search for information. Consumers usually purchase because advertising or promotion created familiarity. The attitudes formed by being exposed to advertisements and promotions cause brand loyalty to occur. Because consumers do less mental work to assess each brand, they may stick with a brand simply because