https://www.youtube.com/watch?v=77ESDNJtc1Q

This video explains the difference between high and low involvement decisions, and explores the various factors considered by consumers, as well as their perception of risk.

https://www.youtube.com/watch?v=9wbGAj9JGYs

This TedTalk gives a broad overview of marketing behaviour. It considers the ways in which consumers act, whether rational or emotional, and how brands can capitalise on these responses to sell their products.