Consumer Science for Marketing considers the main topics of consumer psychology from the viewpoint of their contributions to marketing. While it aims at providing a comprehensive overview of the discipline, it also guides the reader through theories and data for a straightforward understanding of their practical applications.Readers will find the book useful as it merges the existing gap between psychological research and applications by discussing case histories and providing real life examples. It also clarifies what are the different fields within consumer psychology and how the different approaches relate to different methodologies and outcomes.