The study of consumer behavior has been useful to understand the way consumers think and make purchasing decisions. Through different perspectives and approaches, such behavior has been studied. Consumer psychology has explained this behavior through psychological processes such as perception, memory, learning, motivation, emotion, attention and personality. However, there is not much literature in which these psychological principles are applied to a particular product, namely medicines. This work aims to provide a thorough literature review of the main consumer behavior approaches applied to medicines, paying special attention to the psychological explanations. Having in mind the lack of literature on this field, a consumer behavior model will be applied to the purchasing and use of medicines.
