ChapterOneConsumption behavioral economy concept and marketing strategy relationship`Can firms apply behavioral economy concept to attempt to implement the suitable marketing strategy to predict consumer behaviors? E.g. marketing communication, marketing research, cost forecast etc. different strategies in order to achieve to spend the least expenses and earn the highest profit aim. Behavioral economic method can help any product manufacturers or service providers to find what is ( are ) the most suitable communication channels to persuade more consumers make final decisions to buy the firm's any products or consume the service provider's services more persuasively. In general, individual consumer decision making and utility feeling is based on whether the firm how to communicate to let them to feel what the unique characteristics of its products or services are different to compare other similar brands of products or services. So, effective communication strategy or communication method is very important to influence any individual consumer to choose to attempt to buy the brand of any products or consume the service provider's any services when the consumer knows the brand in market in first time beginning. So, brand familiarity factor is important to influence how consumers build confidence to make decision making to choose to buy the brand's any products or consume the service provider's any services when the kind of product or service has many competitors are existing in the market to let them to choose.Utility is the enjoyment or satisfaction feeling to let consumer individual to receive from consuming products or services. So, when the consumer chooses to buy the brand's products or consume the service provider's any services. He/she won't feel it can bring more or less utility when he/she chooses to buy its products or consume its services in first time beginning. So, if the firm can predict what consumers' general behavioral economic behaviors to influence them to choose to the kind of products or consume the kind of services . Then, it can have more confidence to judge and implement whether it ought choose to use which kind of communication channel which can persuade or attract many consumers to attempt to buy its products or consume its services easily. In especial, for the consumers had not ever bought the brand of products or they had not ever consumed the service provider's services before.How to predict consumers; behaviors? For budget strategy example, it is the budget constraint and it is the amount of general consumers' income have available to spend on the kind of products and services. To maximize general consumer individual enjoyment. Consumers should make sure that they spend their income. So, that the last dollar spent on each product lives them the same marginal utility. The income effect is the change in the quantity demanded of a product that results from the effect is a change in the price on consumer purchasing power. The substitution effect is the change in the quantity demanded of a product that results from a change in price making the product or service more or less expensive relating to other products or services, holding constant the effect of the price change on consumer purchasing power.Therefore, it seems that consumers usually calculate he/she needs to allocate how much income to make budget to spend how much expenditure to buy how much number to the kind of product or consume how many time(s) to the kind of service to satisfy his /her utility needs. This is general consumer individual spending budget psychological attitude or emotion to influence that he/she needs to make choice whether he/she ought spend how much expenditure to buy the kind of product to use or consume the kind of service.