Identifying and ranking the impact of lifestyle variables and behavioral indicators on purchase decisions and mental conflicts after purchase - case study: young women with financial resources and high income in Tehran city.

The main purpose of the research is to Identifying and ranking the impact of lifestyle variables and behavioral indicators on purchase decisions and mental conflicts after purchase - case study: young women with financial resources and high income in Tehran city.

10 variables. A behavior was identified through the Delphi group. The research is descriptive-survey in terms of method, practical in terms of purpose, the method of collecting data in the field through a questionnaire with a Likert scale and validity and reliability has been confirmed. The statistical sample size was determined to be 384 people.

After analyzing the data, all the hypotheses were confirmed and in the following order, they had the greatest impact on women's purchase decisions: self-deceiving behavior styles (1) successful people (2). herd behavior (3), aura effect (4), sophistry of gamblers (5), gap (6), idealism (7), realism (8), anchoring (9), projection (10) ).

The results show that the decisions made based on behavioral variables have more satisfaction and cognitive inconsistency, mental conflict and psychological tension after purchase.