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Each of us processes our own experience in a special way. There is no right or wrong way to handle it. Different people have different thinking structures and often do not understand each other. But, on the other hand, exactly that complexity of the human being is one of the biggest challenges in communication as a universal process. Discovering and adapting the identity of individuals becomes the number one priority. Consumers are exposed to many stimulants that motivate them to behave positively or negatively, react and decide. As processes in our mind that clarify the decision-making structure, as well as how individuals are motivated to take action, are metaprograms that are unconscious schemes for ordering information. They act as filters and allow only what is important to the individual to be taken into account. The main goal of this paper is to emphasize the knowledge about the existence of metaprograms, their understanding, application in terms of motivation to achieve a result by recognizing them allows us to become more influential and more able to touch in a way that is appropriate for people around us.

IMPACT OF METAPROGRAMS ON THE PURCHASE DECISION-MAKING PROCESS