Assignment task: Response to this discussion post: Social factors can influence our decision-making, these include culture, class, family, and groups you may associate with. Fitting in with a peer group is a strong factor. The mountain biking groups that I am associated with had an influence on my newest mountain bike purchase. Situational factors play a role in decision making, these include what is being offered in the marketplace, what your involvement is in the buying process and how much research you have completed on the product. Psychological factors will also influence decisions, including your motivation for buying a product, your beliefs, and viewpoint about the products or companies that produce the product. Marketing plays a significant role in purchasing decisions. Advertisements on social media or television will display the benefits of owning a product, including status, beauty, popularity, etc. These factors can consciously or subconsciously influence your buying decision (Lumen, n.d.).