This book will bring my readers to enter behavioral economic business world. I shall ask readers to attempt to answer these interesting consumer psychological questions: They include s below: Do consumers prefer to acieve the utility maximization aim prior to choose to compare any products or services to make final consumption decisions? If utility maximization must not the prior to main reason or factor to influence consumers to choose any products to buy or service to consume, what will be the other factors prior influence whose decision making? Can any countries implement policies to apply behavioral economic concept to threaten any monoplistic product sellers ( manufacturers) or service providers to control to raise service fee or sale price effectively? Do customers need to weigh any product or service benefit and cost prior to decide to choose to buy any kinds of products or consume any kinds of services? If it is not absolute that weighing between benefit and cost activity is not general consumer individual choice activity. What other factors will influence them to choose to do other activities to decide whether he/she ought choose to buy the product or consume the service. Do general consumers prefer to choose to consume from the store which can provide many brands of product choices in prior more than the another store which can not provide many similar brands of product choices? Can consumer individual income evaluation high or low level factor, which influence the consumer chooses to buy the product number of consume the service time whether it is more or less?In my this book, I shall apply behavioral economic principle to attempt to explain how consumers will usually make final consumption decision before their choices. Finally, I hope that any manufacturers or sellers or service providers can apply behavioral eocnomic principle to attempt to predict consumer behaviors more accurate after you read my this book.