The buyer,having been motivated to buy a product class, is faced with a brand choice decision. The elements of his decision are : 1) a set of motives, 2) several courses of action, 3) decision mediators by which the motives are matched with the alternatives.
Any theory of human behavior needs some means for explaining individual differences. The marketing manager also is interested in differentiated masses of buyers. He wants to understand and separate individual differences so that he can classify or segment the total market based upon individual differences. By understanding the psychology of the individual buyer we may achieve this classification. Depending on the internal state of the buyer, a given stimulus may result in a given response.