This document discusses various psychological and social factors that influence consumer behavior, including: 1. Internal influences like motivation, personality, perception, learning, and values/beliefs/attitudes shape how consumers make decisions. 2. External influences include personal influences from opinion leaders, word of mouth, and reference groups. The family, social class, and culture/subcultures also impact consumer behavior. 3. Motivation is the driving force behind behavior and is influenced by hierarchical needs. Personality and perception also play important roles in consumer responses and preferences. Learning processes further develop consumer knowledge and future behaviors.

1. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR