Psychological Factors Influence Individuals Responses

• People perceive advertisements in a particular way.

• People see only a few of the hundreds of advertisements they encounter each day.

• People only remember some of the advertisements.

• People hold particular attitudes and learn new ones.

• People learn about new products and new benefits.

Marketers need to become familiar with people's perceptions, values, attitudes, beliefs, the way they learn and their needs and wants. Through using this information, marketers can influence customers' buying behaviour. Marketers must also know how social, personal and psychological factors can influence customers' buying behaviour so that they can use this information to good effect in the marketing of products and services.

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