The earlier questions are typical of the concerns of consumer psychologists and the types of questions they may ask. From these questions it is apparent that a large amount of research in consumer psychology addresses the choices that individuals and groups of people make in situations where they are customers or consumers. It is also obvious from these questions that consumer psychology is a branch of theoretical psychology that is concerned with processes such as attitudes, thoughts and emotions. However, consumer psychology is also extremely applied in that its focus is on the selection and use by customers of services and products that companies and individuals make available within a market. Consumer psychology is an applied branch of social psychology; however, it is a discipline that uses methods that are drawn from many areas of psychological research to investigate