Marketing regularly employs psychology to appeal to consumers. Businesses use consumer psychology research to present products and services in a more appealing light to increase likelihood of purchase. Persuasion is an umbrella term for influence that can attempt to influence beliefs, attitudes, intentions, motivations, or behaviors. Marketers use techniques designed around the financial bottom line like storytelling, social proof from customer testimony, and exploiting cognitive biases to lead consumers to buy. However, the most important factor is providing good quality and quantity of product regardless of marketing or persuasion techniques used.