Drawn from the International Applied Social Science Congress, held in Turkey in April 2018, the 17 chapters in this volume explore issues in behavioral finance. Contributors working in business, economics, marketing, and other fields at universities in Europe and Egypt discuss the relationship between risk and control in consumer behavior, the use of machine learning techniques for predicting future states of economy data, volatility spillover between the BIST100 Index and the S&P500 Index, brand reputation and its influence on consumer behavior, augmented reality applications from the perspectives of brand trust and the purchase intentions of customers, women's cooperatives as a tool of employment policy in Turkey, the impact of financial literacy on cognitive biases of individual investors, retirement planning, consumer cash and cashless payments in Poland, and marketing communications and experiential marketing in the context of augmented reality. Others consider the relationship between exports, imports, and the exchange rate; herd behavior on the Borsa Istanbul exchange; factors affecting internet banking preferences and the relation to demographic characteristics in Turkey; cognitive biases in the Turkish version of Who Wants to Be a Millionaire; herd behavior and its effects on the purchasing behavior of investors; factors involved in retirement planning by Maltese nationals; and how government governance helps world stock market development.