Because a person’s degree of involvement can be conceived as a continuum, consumption at the low end of involvement is characterized by inertia. In this state, decisions are made out of habit because the consumer lacks the information to consider alternatives. To the contrary, decisions can be very passionate and carry great meaning for a person. In consumer situations of high involvement, the consumer enters a flow state, where the consumer is in an elated state of focus and concentration and loses track of time.