Retailer :Don't you think motives are very important in purchasing behavior?

　　Sociologist : Yes. Personality , motives , and performance are individual dimensions of life style that have an impact on purchasing behavior. A consumer's personality traits affect the purchase process. For an impatient person, the process is short. For someone with little selfconfidence, the process is long. Post purchase satisfaction is very important to a statusseeker. Consumers have different motives (reasons) when they buy products. Motives are critical when the consumer ranks alternatives and makes a final decision. Motives do change in different situations. A person's performance in various roles determines his or her social acceptance and influences the purchasing process.

　　Retailer ,Thank you very much. I think I've learned about the importance of life style.