ENVIRONMENTAL INFLUENCES ON
THE PURCHASE DECISION PROCESS
Psychological Influences
The Role of Perception Illusions
Mood of the
Moment
Buyer is not always consciously aware of attitudes.
Attitudes are habitual patterns of response to previous
experiences.
Attitudes
Preconceived attitudes do not always make the selling
process difficult.
A negative attitude must be overcome before a sale can
be made.
Attitudes are the mind’s paintbrush. They can color or
affect any situation.
self-image impacts the problem recognition phase of
consumer behavior
Many of our permanent beliefs about our self-image are
developed in our childhood.
Self-image
Our concept of self-image can change through our lives.
Advertisements that are consistent with our self-image
are more persuasive.
Self-image and public-image are not always the same.
Much behavior can be explained if the self-image is
understood.