When making a purchase, the buyer considers various reasons, which can be economic, personal, political, or social, and which are linked to their priorities. These motivations are influenced by numerous factors and can vary depending on whether the buyer wants or needs to make a purchase. Furthermore, purchasing choices are also influenced by the nature of the products or services considered, the type of point of sale (brand, positioning, etc.), the available sources of information, as well as the buyer’s culture and socio-economic environment.

According to Régine VanHeems, purchasing decisions are closely linked to shopping motivations as identified by Tauber in 1972. Unlike these motivations, purchasing orientations reflect a general tendency of the individual and can be considered an individual variable. This underscores the importance of understanding the underlying motivations that drive a consumer to make a purchase. A concrete example of this phenomenon can be observed in a McDonald’s advertisement.