Too Many Choices!

Which shirt to buy? Which mate to pursue? An excess of options leaves us increasingly unhappy with any choice we make.

Behavioral Economics

Why do we often think we know what we want, only to be disappointed with our purchases and choices? Behavioral economics studies just how irrational we humans can be.

Consumer Behavior

Consumer behavior is a hotbed of psychological research, as it ties together issues of communication (advertising and marketing), identity (you are what you buy), social status (among peers and potential mates), decision-making, and mental and physical health. Corporations put the findings about consumer behavior to good use, and so should you in monitoring what, when, and why you buy.