摘要：Consumer behaviour is influenced by interpersonal,intrapersonal and many internal,personal factors. Each individual has unique needs, motives,perceptions,attitudes,values and personal concept when making buying decisions. In the centre of S-O-R models we find psychological processes. These processes can be divided into two groups:ones that activate cognitive processes and ones that activate psychological processes. Some of these influences are made by usual psychological stimulants such as colour, music and packaging,which are precisely the subject of this research. The aim of this research is to show how these stimulants influence the behaviour of consumers and their decision to make a purchase.
