ABSTRACT
An understanding of consumers is helpful not just for creating messages, but also for figuring out the right outlets from which to sell one’s products. Consumer psychology plays a critical role in public policy contexts as well. In terms of teaching, consumer-psychology faculty members are more likely to gravitate toward courses such as Consumer Behavior, Judgment and Decision Making, and Marketing Research. Thus, time windows are not passive constraints for consumers but active determinants of their product preference; such windows can serve as a tool for consumers’ self-control. Regarding substantive topics, while a focus on consumers is common, the questions explored are quite different. Consumer psychology plays a critical role in public policy contexts as well. In short, consumer psychologists can help businesses who are trying to reach customers while also helping public-policy makers who are trying to protect customers from overreach.
