a branch of marketing that studies the influence of psychological factors on the behavior of consumers when they make purchasing decisions. This includes the study of perceptions, attention, emotions, and motivations that influence the choice of a product or service. This knowledge helps companies develop more effective marketing campaigns, improve customer engagement, and build brand loyalty. Goals: to improve understanding of consumer behavior, increase sales and strengthen the emotional connection with them. Influencing factors: perception, personality, emotions, culture and psychological motives. Value: Enables organizations to predict consumer behavior and achieve sustainable competitive advantage.