Consumer behavior is an interdisciplinary field that studies the behavior of individuals as consumers, that is, as economic agents who evaluate, choose, buy, and manage products and services for personal use. The analysis of consumer behavior is contributed to by sciences such as marketing, psychology, and economics. Consumer behavior has been linked to the theory and practice of marketing because it helps in understanding the attitudes and decisions of those who create the final demand for products and services. This book, based on international literature and scientific research, offers the reader the theoretical and analytical tools to understand consumer behavior. The selection of content aims both at a thorough treatment of the subject and at meeting the specific needs of readers who study or are professionally involved in marketing and business administration. The authors have adopted an applied perspective on consumer behavior and its connection to decision-making. The book examines the following topics:

• The fundamental principles and concepts of consumer behavior
• Perception, learning, and consumer attitudes
• Factors influencing consumer behavior
• Personality, values, self-image, and lifestyle
• The process of making purchasing decisions
• Theory and methods of market segmentation
• Analysis of discrete choices in consumer behavior
• Consumer behavior after the purchase of the product
• Consumer behavior towards innovation
• Consumer protection
• Consumer behavior in commerce
• Evolutionary psychology and consumer behavior.