Today’s market has become global, competition is increasing every day and consumers have become more demanding. In order to attract consumers in the sea of competition, companies have to conduct research and try to reach their customers and their desires, needs, thoughts and attitudes. The study of psychological processes of consumers is considered one of the most important steps in conducting the analysis of the end consumer market and various marketing strategies. Today, the study of psychological influences poses a great challenge for all researchers, marketers and companies, however it has become essential if a company wants to survive in the market. Moreover, by researching consumer behaviour and adapting products and services to the customer, there is a possibility that the company will have a long-term relationship with consumers in the future, which is very important today if the company wants to have a successful marketing strategy. The paper investigates the influence of key psychological processes that impact consumer behaviour. The research shows that if companies research and analyse the market thoroughly, they can very well influence the psychological aspects and behaviour of consumers, which ultimately leads to a stronger image and increased profits.