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Consumer psychology is an important area that studies how our thoughts, beliefs, feelings, and perceptions influence our buying behaviors. To understand consumer psychology, it is necessary to understand the perspectives of consumer psychology, know the theories of consumer psychology, and have knowledge of practices about consumer psychology. The concept of consumer psychology, which constitutes a new agenda in discussions on marketing, includes some theory and research. Before elaborating on research and theory we should know some important perspectives about consumer psychology. This book aims to clarify these points in three sections and twenty chapters. To this end, this book covers in-depth studies from marketing discipline that evaluate consumer psychology, theories, and practices.