Psychological Factors:

The psychological forces which influence the buying decisions are primary psychological factors such as (a) perception, (b) motives, (c) attitudes, (d) personality and (e) learning.

 Perception:

The perception process leads to selecting, organising and interpreting information and interpreting information inputs, e.g. the sensations received through sight, taste, hearing, smell and touch. The process is done to produce meaning.

Selecting exposure applies where people select inputs which are to be exposed to their awareness.

Selective distortion occurs when people change or twist currently received information

Selective retention happens when people decide to remember only the inputs which support their personal feelings and beliefs. They forget the inputs which do not favour such feelings and beliefs.