Consumer behavior—or how people buy and use goods and services—is a rich field of psychological research, particularly for companies trying to sell products to as many potential customers as possible.

Organizations of all sizes acknowledge the importance of consumer research. Multinational companies use advanced analytics and conduct large-scale studies to better understand their target market.

Who, exactly, is a consumer? Before we understand the psychological factors driving consumers' buying behavior, it is important that we understand who consumers are. Consumers can be a single consumer ...

Consumer behavior—or how people buy and use goods and services—is a rich field of psychological research, particularly for companies trying to sell products to as many potential customers as possible.