ABSTRACT
This introduction presents an overview of key concepts discussed in the subsequent chapters in this book. The book informs the reader of various psychological and marketing phenomena that can happen to us, both as consumers and marketers of our lives. Consumer psychology encompasses not only the simple act of consumption but also the psychological motivation that leads to the purchase and the emotional state after the purchase. The book is divided into three parts, The first, "Psychology in the marketplace", deals with the background of how psychology and marketing came together, the second part, "Mission: case studies", introduces examples of the MRI scans of "mind", and the third part, "The president and Louis Vuitton", handles digital consumption culture and luxury item consumption. The book explores, "the act of consumption" is viewed as a way of actively living one's own life by uniting having and being.
