Psychological Influences

This exercise will help you identify and understand the different psychological influences that affect the five stages of the purchase decision process. Behind the visible act of making a purchase lies an important decision process and consumer experience that must be investigated. The stages a buyer passes through in making choices about which products and services to buy is the purchase decision process. This process has five stages: (1) problem recognition; (2) information search; (3) alternative evaluation; (4) purchase decision; and (5) postpurchase behavior.

Determine which psychological influence it is best related to lifestyle, values, beliefs, and attitudes, learning, and motivation and personality.

TV Commercials: While watching Sunday night football, Dan sees 50 commercials for various products. The only commercial he remembers the next day is for the Acura because he is in the market for a new car.

Home Security System: All just bought a new home and helps protect its contents and his family by installing a state-of-the-art home security system.

Bowler: Rita loves to bowl and spends lots of time and money on her favorite sport and hobby.

Thrifty: Dale grew up without much money. He learned the value of a dollar at an early age, and even with a six-figure salary today, he still does not waste money and is a careful shopper.

Stop Light: After years of driving experience, Hank does not have to think before he slows down the car at a red light.

A) Lifestyle:

B) Values, beliefs, and attitudes:

C) Learning:

D) Motivation and personality: