According to Sheth, every person in the DMU brings with them, their unique set of attitudes and orientations. Their expectations will be conditioned by the individual background – education (general or professional), role orientation (accountant, production manager, engineer etc.,) life style.

Their expectation will all be influenced by:

• The various sources of information – (sales persons, exhibition and trade shows, direct mail, press releases, journal advertising, professional and technical conferences, trade news, word of mouth) and the process through which they have obtained the information.
• Perceptual distortion  (could be as a result of the form of communication).
• The person’s previous experience, which will mediate the incoming information.
• The active search can be carried out by anyone listed in the DMU – purchasing agents, engineers, users, others .