Consumer Psychology

A topic within Applied Psychology, itself one of 9 topics in that field and part of Psychology.

Reading on Consumer Psychology

2 works

Paper2000

When Choice Is Demotivating: Can One Desire Too Much of a Good Thing?

Sheena S. Iyengar & Mark R. Lepper

A supermarket jam-tasting experiment finds shoppers offered a larger assortment stopped to sample more but bought far less afterwards, evidence that more choice can suppress rather than increase both motivation to choose and satisfaction with the choice made.

Psychology · Applied Psychology

FreeEntry

Paper1991

Anomalies: The Endowment Effect, Loss Aversion, and Status Quo Bias

Daniel Kahneman, Jack L. Knetsch & Richard H. Thaler

Reviews experiments showing people demand much more to give up a good they already own than they would pay to acquire the same good, an asymmetry that violates standard consumer choice theory and resists explanation as a transaction-cost artefact.

link checked 17 Sept 2026

Psychology · Applied Psychology

FreeIntermediate

Reading on Consumer Psychology

When Choice Is Demotivating: Can One Desire Too Much of a Good Thing?

Anomalies: The Endowment Effect, Loss Aversion, and Status Quo Bias

Other topics in Applied Psychology