3.8 : 影响消费者决策过程的因素 — 心理因素

Psychological factors refer to internal elements, conscious and unconscious, that influence how an individual thinks, feels, and acts. 

Psychological factors include motivation that leads individuals to act a certain way to fulfill their needs or desires.

Perception, which influences how individuals interpret and make sense of information from their surroundings to create a meaningful understanding.

Learning, which is about gaining knowledge or behaviors through experiences, influences future decisions and actions.

And, Beliefs and attitudes refer to what people think or feel about certain things and how they emotionally respond to these thoughts.

These factors influence individuals' preferences and purchases.

Let's see how they impact Hannah's Airbnb booking.

Hannah's motivation for a unique experience might drive her to choose a specific Airbnb listing.

Reviews, photographs, or past stays in similar places could influence her perception of the property.

Past experiences with Airbnb hosts or specific properties may influence her preference for certain listings.

Furthermore, if Hannah values culturally immersive experiences, she might opt for an Airbnb that provides an authentic local atmosphere.