Psychology and consumer behavior and behavioral economics

Dawn Iacobucci, Ayalla Ruvio and Eric R. Spangenberg

Chapter 1 in Handbook of Social Psychology and Consumer Behavior, 2026, pp 2-13 from Edward Elgar Publishing

Abstract: Psychology is an arena with many phenomena and theories that are relevant to consumer behavior. This chapter considers how cognitive psychology, social psychology, and personality psychology help in understanding consumers. In addition, given that consumers are engaging in behaviors in the context of the marketplace, the chapter also considers the perspective of behavioral economics.

Keywords: Psychology; Consumer behavior; Behavioral economics; Consumer learning; Social consumer behavior; Consumer personality (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035327591
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