Which psychological aspect is NOT part of the internal psychological process in decision-making?

Brand perception is indeed associated with how consumers view and interpret brands in their decision-making process, but it is considered more of an external psychological aspect rather than an internal one. The internal psychological processes involved in decision-making primarily relate to how individuals formulate their preferences and choices.

Attitude formation refers to the process by which individuals develop evaluations and feelings towards a product or brand, which plays a crucial role in their decision-making. Learning involves acquiring knowledge and experiences that influence future choices, and motivation drives individuals toward fulfilling specific needs and desires, steering their decision-making process. These elements—attitude formation, learning, and motivation—are intrinsic psychological factors that directly shape how consumers make choices.

Therefore, while brand perception influences decisions, it doesn't stem from internal cognitive processes in the same way the other aspects do. This distinction highlights why brand perception is categorized differently.