This book explores the different aspects of consumer behavior from a psychological perspective and provides an overview of the complex, multifaceted phenomenon. Books on consumer psychology are often either large manuals that can be challenging to read or very applied books that lack theoretical depth. Hence, this book aims to serve as a first-step guide for those interested in the psychology of consumer behavior.

This volume aims to serve as a guide for psychologists who want to learn about consumer psychology and for non-psychologists who would like to know more about the field but do not have prior knowledge of psychology. The book aims to present many concepts, theories, and terms concisely so that after reading, the reader can understand the basics of the field and have the basic knowledge to know where to continue if they wish to study and learn more about this domain.

The original manuscript of this book was written in Portuguese and translated into English using artificial intelligence. A subsequent revision was performed by the author to further refine the work and to ensure that the translation is appropriate concerning content and scientific correctness. It may, however, read stylistically different from a conventional translation.

Samuel Lins is a professor of Social Psychology and Consumer Psychology at the University of Porto, Portugal. He is also a researcher at the Laboratory of Social Psychology, Center for Psychology at the University of Porto. Having graduated in psychology and management, he holds a master's degree in social psychology and a Ph.D. in psychology. His research focuses on the intersection of Social Psychology and Consumer Psychology, mainly how the group processes (social comparison, social identity, and social influence) trigger impulse buying.