This chapter examines digital consumer psychology by exploring the psychological effects of digitalization on consumer behavior within a multidimensional framework. It discusses how digital technologies reshape cognitive, emotional, and social processes, influencing consumer decisions through personalization, social media interactions, and AI-driven recommendation systems. Focusing on consumer motivations, perceived risk, and autonomy, the chapter also addresses current trends such as social commerce, sustainability, and digital literacy, offering a theoretical foundation for ethical and consumer well-being discussions
