Psychological

Processes occurring within the mind of consumers. 

• Perception (select, organise and interpret information), 

• Motives (reason for purchase), 

• Attitudes (general feeling), 

• Personality / self-image (how person sees themselves) and 

• Learning (experience and education changes buying behaviour).

Self perception drives the purchase of most items. Many purchases are attempts to fulfil a perceived lack in their life - or to project a certain image about themselves to the world / friends / family / online profile (seeking identity and belonging) and to themselves (consolidating a sense of self-definition).

All of this is reflected and refracted by the social situation that person finds themselves living within.

Most of these forces remain unexamined and most have no idea about the reasons why they want what they want, and buy what they buy.

Branding can be leveraged to take advantage of the psychological forces.