For example, if the customer involvement is high, then he or she will evaluate several brands, whereas if it's low, he or she may look at only one brand.
Source: Boundless. “Evaluating Alternatives.” Boundless Marketing. Boundless, 10 Jul. 2015. Retrieved 14 Jul. 2015 from https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/consumer-marketing-4/the-consumer-decision-process-40/evaluating-alternatives-202-4503/