Title: 10 Factors That Influence Your Purchase Decisions | Psychology Today
Headings: 10 Factors That Influence Your Purchase Decisions
Shahram Heshmat Ph.D.
10 Factors That Influence Your Purchase Decisions
Behavioral economics teaches us lessons on how consumers make decisions.

Content: In contrast, a buyer is a doer, ready to purchase. The challenge for a salesperson, then, is to shift the customer's mindset from browser to buyer. 2. Situational cues
Our mind is very susceptible to subtle or subconscious cues. It is estimated that up to 40 percent of consumers change their minds at the point of purchase because of something they see, learn, or do (Dhar, 2012). For example, if a person is vulnerable (e.g., has a sweet tooth) and close to a box of chocolates or a bottle of whiskey, she will value these options differently than when she is far away from them. A study (North, et al., 1999) exposed customers in a supermarket drinks section to either French music or German music. The results showed that French wine outsold German wine when French music was played, whereas German wine outsold French wine when German music was played. However, the majority of customers denied that the type of music playing influenced their choice of wine.