The depth-psychological analysis of consumer behavior reveals that purchasing decisions are often not made rationally, but are instead driven by emotional motives and unconscious cognitive biases. This chapter describes how consumption is used as a coping strategy for stress, anxiety, and depression, and explains why short-term gratification often leads to long-term problems. It discusses various types of consumers who differ in their motivations—from those who consume out of fear of social exclusion to those who use purchasing acts as a form of self-empowerment or as a substitute for lacking social recognition. In addition, the chapter provides practical tools for self-assessment.