How do consumers' values and beliefs affect their views on brand activism? What factors influence the allocation of consumer attention? This dissertation explores and addresses these two important questions as understanding consumer response to corporate political actions and learning about individual differences in the attentional process have important implications for managers and marketers as they seek to foster positive consumer-brand relationships.Chapter 1 investigates how the political ideology of corporations and consumers affect responses to brands taking a stance or maintaining neutrality. Through an archival data analysis and online experimental studies, political conservatism was found to predict preference for brands adopting neutral positions on controversial sociomoral issues. This is due to the moralization of pursuing profits – companies that prioritize business objectives are seen as more moral and are more likely to be trusted by conservatives. Chapter 2 examines how the degree to which individuals discount future rewards is associated with their attentional biases. Eye-tracking and mouse-tracking experimental studies showed that those who are more likely to choose an immediate reward (versus a delayed reward) are also the same individuals who are more likely to disregard an alternative that they are not paying attention to. In addition, any shifts in temporal discounting will also shift attentional discounting, highlighting how impatience or present bias serves as a behavioral factor that accounts for differences in attentional allocation. In conclusion, this dissertation advances knowledge in two areas: on the psychology of consumer political action and consumer attention allocation. Understanding both domains are critical for the field of consumer behavior and marketing because more effective strategies for consumer-brand communication can be developed, and more clarity on the consumer decision-making process is provided.