Many factors influence the consumer decision-making process, including social status, desire, cost and mood. Some of these factors can be altered or manipulated by product sellers and marketers, while others, such as mood, cannot.
In Western countries, many products have an associated social implication. Products from certain companies are seen as more upscale and prestigious than other name-brand products. The social worth of a product may justify spending a higher amount on a product. For most consumers, price is a large factor in their buying decisions. A small price might trigger an impulse buy, while a large price can prevent a potential buyer from purchasing an item.