CONSUMER PSYCHOLOGY: WHAT MOTIVES THEM TO BUY?

By examining emotions, we will discuss how consumers' affective states influence purchase decisions, from happiness and excitement to anxiety and fear. We will also turn our attention to social influences, highlighting the role that family, friends and social groups play in shaping consumer choices. Perception of value will be another focus of the article, where we will look at how consumers evaluate products not only based on price, but also relative to quality and perceived benefits. Finally, we will explore Maslow's theory of needs and its impact on consumer behavior, discussing how basic needs influence purchasing choices and how brands can address these needs to increase their appeal.