The American Psychological Association  puts it this way: “Consumer psychology employs theoretical psychological approaches to understanding consumers.”  

"Consumer psychology is the study of how consumers behave."

Consumer psychology analyzes questions like: 

• How do shoppers choose businesses, products, etc.?
• What motivates consumers to buy or choose one product over another?
• How can businesses use marketing to reach their ideal customer?
• What demographical, environmental, or psychological variables influence purchasing behavior?

The list goes on.

These types of insights help marketers and business owners learn about their customers so they can better connect with them.

It can be helpful to think about consumer behavior in the context of motivation to find the answers to these questions. In the psychology world, motivation is broken ...