IntroductionConsumer behavior is defined as the behavior that consumers adopt in seeking, purchasing, using, evaluating, and disposing of products and services that they expect to satisfy their personal needs (Nayeem 2012 ). Different consumers may have different purchasing choices depending on various influences. High-involvement purchasing constitutes the best example of involvement in consumer behavior in several aspects because complex purchasing behavior occurs when the consumer is highly involved in the purchase and when there are significant differences between brands. This behavior may be associated with purchasing something significant in value and meaning to the consumer which may be risky (Tanner 2012). High involvement purchasing could be inferred from both emotional and rational perspectives. Evidently, there are various dimensions and avenues for high involvement purchasing and hence this essay focuses on this. This essay will analyze the behavior of a consumer who is a Chinese international student involved in a high-involvement purchase of Chinese New Year gifts. Meanwhile, the influences of purchasing situation, decision making, internal and external influences on student's choice between different brands of lanolin cream will be further analyzed in this paper. Buying Situation The circumstance where the decision maker in this buying situation is an international student from China, Wei, a final year Economics student at the University of Adelaide and has been in Australia for 4 years. Wei is attending a summer school course, so he will miss the Spring Festival (Chinese New Year). Therefore, Wei intends to buy gifts for his family to express his feelings and g...... middle of the card ......d first, second outlet or first outlet, second brand and third brand and point sale at the same time. (Quester, etc., 2013, p.154) Point of sale refers to what consumers see or hear in product descriptions in catalogs, direct mail, various print media, on the Internet, or on television or radio , and purchase products through mail, telephone or Internet. (Quester, etc., 2013, p.155) In this case, Wei hears descriptions of lanolin cream from his friend. He chooses the retail profile first and the brand second. Wei goes to the "Red Phoenix Gift Market" in Chinatown. Compared to other outlets such as Chemist Warehouse and Priceline, you can find the majority of Australian-made gift products there. This is the image of the store that can give consumers the perception of all the attributes suitable for the store. (Quester, etc., 2013, p.158)