Behind the visible act of making a purchase lies a decision process that represents a chain reaction that starts with a realized need. However, it’s also important to point out that the consumption process is not as simple as an individual having the need or want for a product. The consumer can be motivated by the desire to feel a certain way. For example, my most recent purchase was a winter coat. After the arctic temperatures we had in the Western New York area over the last few days, I decided it was time to invest in a nice warm winter jacket. I first started to look online then I visited a few stores but I didn’t find anything I really liked. If the consumption process was as simple as finding a product that meets my need, any warm winter jacket would have satisfied my need. Nevertheless, there I was walking around at Macy’s, I didn’t have anything particular in mind, I was simply looking around. Suddenly, on a mannequin, I see a beautiful grey button up hooded jacket with white fur trim around the hood. The lining was this stunning soft pink. When I looked through the racks, as you can imagine, I was delighted to see they had my size. The price didn’t even matter. I didn’t simply need a jacket anymore, I wanted that jacket. The main psychological process influencing my purchase was my concept of self. Because a jacket is something that I am going to wear every day during the winter season, it became part of my extended self.