Last pieces in decision making puzzle are psychological and personal factors. These are possibly hardest to understand because they are different from person to person. Because of complexity of everyone’s psychological and personal preferences, these factors can vary vastly.
When it comes to psychological and personal factors in decision making process, every person has their way of thinking. Usually lifestyle and perception can be really influential, however some people pay attention to their age and choose according to it. While some factors may be stronger than others, psychological and personal factors as a whole have a strong influence on decision making process.
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| Source: http://www.mindinwestcumbria.org.uk |
Psychological factors:
- Motivation and needs
- Perception
- Learning
- Beliefs
Personal factors:
- Age
- Occupation and income
- Life style
From the article we get to see that psychological factors are factors that all people have. You can not force them to disappear and they follow you throughout the life. The basis of psychological factors are needs. Needs motivate you to go further/buy products. You are going to buy food when you’re hungry. You are going to buy warmer clothes in winter. These are factors that are present in everyday life. After needs, comes perception. This is the way people look and perceive products. This factor is used by many producers. After they get consumer’s attention they try to distort their perception to make their product look better/more desired. Another factor that is especially effective is learning. Good example of this factor is a situation when you buy an advertised product, get disappointed and learn not to buy that product again. Last of psychological factors are beliefs. These are all thing consumers believe about the seller/producer of the product. If consumer thinks a seller is bad, he won’t buy their product.
Personal factors, as stated in this article, are actually part of characteristics we all possess, and are as unique as a fingerprint. Easiest to understand of all personal factors is age. Same as social class, your age determines what kind of products you are interested in. A 15 year old person is not interested in same products as a 70 year old. Beside age, occupation and income also largely affect consumers decisions.Your job dictates what products you can and cannot afford to buy. This factor sculpts your buying habits a lot, because if you cannot afford to buy something, no matter how much you want it you won’t buy it. Last of all the personal factors is life style. This is the most broad one. This is just the way you live your life. There is no strict rule for this category of decisions. That is only what you want, personally and not affected by anything else.
Future research: Summarizing of all decision making factors that affect us.
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