Psychological Factors
Motivations, perceptions, values and beliefs, learning from prior experience, and attitudes that influence what a consumer is willing to buy.
Often confused with
- Personal Factors
- Personal factors are facts of the buyer's life; psychological factors are what happens inside the buyer's head.
- Situational Factors
- Situational factors are outside conditions that pass; psychological factors are stable beliefs and motivations inside the buyer.
- Sociological Factors
- Psychological factors come from inside one person; social and cultural factors come from other people.
Taught in
See also
2.2.A.4