We all have a thought process, which we get trough for a lot of actions we realize like, for example, buying a product. People buy products that make them feel good, this is called self-concept, which is learned and not innate, and that’s why it’s a very important role in consumer behaviour. We construct this self-concept since we are little kids while looking for role models to imitate, and in teen years this is refined as try to develop an adult role.
Another important role in consumer behaviour is perception, which is the process of converting sensory input into an understanding of how the world works. This is also related to cognitive mapping which influences how we buy because of past experiences and perceptions, for example, if the price is higher the product is better quality.
Apart from this, enterprises also use how we process data in our head: some of us prefer to process visual information, auditory information and others prefer tactile or kinaesthetic processing, so physical shops normally use all three manners of process to draw the attention of the most of the individuals.
