Extant research in consumer behavior has explained relatively simple concepts with relatively simple methods and measurement. Today, many consumer behavior constructs are more complex and require more structured conceptualizations and applications of more advanced methods of analysis. In this chapter, we challenge the present received view of simple concepts and measurement to better explain five emerging complex concepts: brand love, brand hate, brand coolness, the material self, and customer delight. We underscore the need for more comprehensive conceptualization and measurement of these constructs to develop a more complete understanding of their nature and roles in shaping consumer behavior.