This volume features cutting-edge and impactful articles from across Springer's diverse journals publishing program. In this curated collection, our editorial team has brought together highly-cited and downloaded articles on the topic of Consumer Behavior into one single resource. Moreover, this book enables readers to review a broad spectrum of quality research on a specialized topic, which we hope facilitates interdisciplinary and critical discussions of the topic at hand. As part of the Key Topics in Behavioral Sciences book series, this volume aims to serve as a quick reference for readers when writing or researching new topics or subject areas. Other topics in the series will include Psychological Research Methods, Health and Behavior, Industrial and Organizational Psychology, Sports Psychology, and Consumer Behavior.