Do you why consumers act the way they do? Billions of dollars a year in transactions depend on the answer to this question.? Fortunes have been made and lost betting on consumer behavior. Michael Fishman knows more than most people about consumer psychology and behavior. The New York-based consultant and business advisor has more than 30 years of experience advising companies and entrepreneurs on how to provide products, services, and solutions that respond to consumer need and demands. I asked Michael to come on the podcast to talk about both consumer psychology and consumer behavior, and how it affects businesses, both large and small. I think he had some great nuggets of wisdom in our discussion. Michael is also the co-creator with New York Times bestselling author Ramit Sethi of a new conference called BehaviorCon which will be this August 23-24, 2013, at the Stamford Marriott, right outside of New York city. BehaviorCon will share the latest research on consumer psychology and consumer behavior. Michael and Ramit have lined up an All-Star cast for this first conference, including Stanford University professor B.J. Fogg, author and super star entrepreneur Marie Forleo, former attorney-turned-entrepreneur and author Jonathan Fields, and Social Triggers founder Derek Halpern. Considering how popular business books on consumer psychology have been in recent years (such as The Power of Habit, Made to Stick, Contagious: Why Things Catch On, and others) (affiliate links), I am surprised no one came up with the idea of this type of conference before. I think it’s going to be a huge. Enjoy!