I wrote this book for several reasons. I want to give my opinions to let businessmen to know how to apply psychological method or behavioral economic method to predict consumer behavior. Psychological method prediction is concentrated on consumer individual emotion, such as between salespeople and customers contact in one shop. Otherwise, behavioral economic method prediction is concentrated on serving consumers in public service industry, e.g. education, transportation, entertainment etc. public service businesses.

This book concerns how to apply psychological and economic behavioral methods to predict customer emotion. The first part concerns to how to apply psychological method to predict consumer emotion. The second part concerns to explain what behavioral economy means and how to apply behavioral economic method to predict consumer behavior.