8.5 Discuss the various influences that shape customer buying decisions
Although every customer is unique, salespeople need an understanding of the important social and psychological influences that tend to shape customers’ buying decisions. We will review concepts that come from the fields of psychology, sociology, and anthropology. Figure 8.5illustrates the many forces that influence buying decisions.
Figure 8.5 The Buyer Behavior Model
This model illustrates the many complex psychological and sociological forces that influence buyer behavior.
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