What is consumer psychology?

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.