For any marketing campaign or strategy to be successful, professionals must have an understanding of the psychology of consumer behavior.

Discover how color influences consumer behavior and brand perception. Discover the meaning behind each color in marketing, accompanied by real-world examples and a downloadable color chart.

Find new ideas and classic advice for global leaders from the world's best business and management experts.

Explore consumer psychology theories, real-world applications and careers to understand behaviour and drive customer impact through effective marketing.

What is consumer psychology and how is it used? Learn more about this soft science and how it is used to determine the purchasing motivations of consumers.

Consumer psychology examines how thoughts, emotions, and behaviors influence buying decisions. This topic helps to explain the science behind what drives consumer choices and habits.

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. Since what people buy—and why they buy it—impacts many different facets of their lives, research into consumer behavior ties together several key psychological issues.

Read our article on the benefits of using color psychology in marketing. Learn how colors impact consumer emotions and behavior, influence purchasing decisions, and discover practical tips for building a stronger brand.

In psychology, attitude is a psychological construct that is a mental and emotional entity that inheres or characterizes a person, their attitude to approach to something, or their personal view on it. Attitude involves their mindset, outlook and feelings. Attitudes are complex and are an acquired state through life experience. Attitude is an individual's predisposed state of mind regarding a value and it is precipitated through a responsive expression towards oneself, a person, place, thing, or event (the attitude object) which in turn influences the individual's thought and action. Most simply understood attitudes in psychology are the feelings individuals have about themselves and the world. Prominent psychologist Gordon Allport described this latent psychological construct as "the most distinctive and indispensable concept in contemporary social psychology." Attitudes can be formed from a person's past and present. Key topics in the study of attitudes include attitude strength, attitude change, consumer behavior, and attitude-behavior relationships. ...