Whether companies in the business-to-business sector or firms in the business-to-consumer market, non-profit organizations, associations, or political parties, all of them need detailed knowledge about the decision-making processes of their customers to operate successfully in the market. Precise understanding of the influencing factors on human behavior in the complex purchasing process means increased acceptance of their offerings by buyers and consumers for providers, leading to a reduction in misinvestments through more targeted communication and design of products and services. Why is there a need for another book on consumer and buyer behavior? After all, the existing literature on this topic is so extensive and diverse that one might get the impression that everything has already been said and written about it. This anthology presents a new perspective.