Consumer psychology is the study of how people's thoughts, feelings, and behaviors influence their purchasing decisions. It examines factors such as emotions, social influences, and cognitive processes that drive consumers to choose one product over another. Understanding these elements helps businesses tailor their marketing strategies to better meet the needs and desires of their target audience. This field also explores the impact of branding, advertising, and product design on consumer behavior. By analyzing how consumers perceive value and make choices, companies can create more effective campaigns and improve customer satisfaction. Insights from consumer psychology are essential for developing successful products and services.