The individuals relating of made by her purchases the influence have on decisions the influence following psychological factors: justifications, perception, the process of learning and conviction and attitude. Needs are from them the point of exit for first. Individual
in every moment has many needs. Biological needs result from physiological conditions of tension of such how hunger, thirst, inconvenience. Psychological needs meanwhile, they result from psychological conditions of tension, such as one need acknowledgement, respect, membership. The majority of psychological needs isn’t on so many strong to motivate the individual to the immediate working. One need he becomes the motive when the intensity her of the feeling achieves the sufficiently high level. He is the motive (stimulus) one need, which he exerts on the individual the pressure inducing to the undertaking of workings. The satisfaction of needs reduces the felt tension.

Psychologowie worked out theory of human justifications. The most well-known - Zygmunta Freud, Abraham Maslowa theory - completely various conclusions suggest for the analysis of consumer and marketing strategy behaviours.

Theory of the justification Freud founds that the real psychological strengths which shape people behaviour are in the large degree subconscious strengths. The individual learns to conceal many thirsts in the process of growing and accepting social parts. These thirsts are never eliminated to the end, neither controlled in the perfect way. That is why the individual can’t also understand in the full moon one’s justifications. Aural, visual, tactile factors have the possibility of inducing or discouragement to the accomplishment of the purchase.

Theory of the justification Maslov is the answer on the question, why definite needs appear at people in the definite moment. Human needs are arranged
in certain hierarchy, from exerting the smallest to exerting the largest the pressure. According to the criterion of validity, we can, social, respect and the need of self -realization exchange physiological needs, safeties. The individual will try to satisfy the most basic needs
in first order, and aims to the satisfaction next in the scale validities of needs then.

The sentence Murray’a, every human one need he is characterizes five features: the typical trend of behaviour aiming to the achievement of some effect of the working of hypothetic strength defining the need, the typical patern of behaviour, increase the sensibility and the selection the attention, which aims or to avoidance of the working of some stimulus on the organism, or to the for the stimuli and objects which will unload the tension manifesting characteristic emotion or feeling and disclosing the satisfaction, when one need he becomes satisfied and discontents, when this’ll not is successful.

He aims through the composition of basic needs psychical Murray to as the fullest performance of the motivational aspect of the personality. He distinguished 20 psychical needs which the short discussion is indispensable in the present work after many modifications.

One need safeties stepping out in three changes:
One need avoidance of the physical injury.

The man at whose need this he predominates “the fear persecutes before physical pain, incident (…), the disease or even the death”. He feels fears, fears, fear before darkness, storm, animals, different people aggression and many different phenomena and situations. Fears and fears are unaware to the end, undefined, often one can rather name them intuitions.

One need this speaks in the realization of the so-called preventive action, the endeavour to the protection oneself, exaggerated caution in the moments of the planning of anything. The man withdraws from potentially dangerous situations then, he avoids enemies (imaginary often), he wants to be impercepted. He intends a lot of time on dream
and rest, he avoids larger efforts.

One need avoidance of the physical injury he steps out often together with the needs of excusing himself and avoidance of conflicts. She contrasts with the needs of achievement, domination and forming an association.