Consumer protection laws play a pivotal role in regulating market dynamics. This chapter delves into the primary analytical approaches employed in law and economics to assess consumer policy. It first examines the traditional consumer law and economics framework, rooted in rational choice theory (RCT) and complemented by insights from information economics. It then explores the behavioral law and economics approach, which integrates findings from behavioral science and empirical research. After evaluating these frameworks and their application to consumer protection challenges, the chapter introduces the concept of personalized marketing in the digital age, presenting it as a novel issue demanding innovative economic analysis of consumer law.