ABSTRACT This study demonstrates the concept of consumer psychology that is applied practically on consumer behaviour. It is essential knowing the consumer psychological aspects to understand consumer behaviour towards buying decision. Assessing psychological theories have been initiated to know how it links to consumer behaviours. The practical application of consumer psychology has been found in consumer behaviour that have been a key research areas by the academicians and marketers. It requires to have in depth understanding of consumer emotion and marketers develop stimuli accordingly to persuade them. The impact of society on consumer decision making process need to be understood in all the phases as consumer emotion and perception towards a product or brand remains key towards such marketing study. Consumer psychological model of brands indicate various layers of consumer decision that impacts on consumer behaviour towards brand selection and it is essential for marketers towards consumer persuasion. This study concludes by highlighting the impact of consumer behaviour or attributes on consumer decision making process to select a brand or product.