In all sales/marketing situations, multiple factors affect the decision-making of buyers. In B2B situations it may be the influence of various people within the company based on their expertise, credibility, etc. In B2C situations, it may be the influence of a family member (spouse or child), or environment (what will the neighbors think). Two part question: As a consumer, how does this influence your decision-making? As a marketer, how does this affect your positioning of your product/service to give yourself maximum opportunity for sales?