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: 1. Of two minds
An important idea in behavioral economics is that our behavior seems to be controlled by a narrow-minded “doer” who cares about immediate gratification, and a farsighted “planner” who is concerned with the long-term satisfaction. The interests of these two selves do not always coincide (e. g ., we buy things that we don't need). For example, a browser is in a planner (deliberative) mindset, weighing costs versus benefits. 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).