This article reviews existing findings and outlines some general points that need to be considered when trying to understand Japanese consumer behavior. In addition to various psychological variables, researchers need to attend to a set of unique sociocultural factors. Among the factors considered are Japan's setting, population density, economic prosperity, modernization, homogeneity, and group orientation. Other issues that are raised are the implications of a well informed society, and the importance of both age and aesthetic values. The article also discusses risk aversion, eclecticism, lack of time and space, the importance of quality and image to the Japanese, and recent changes as they affect consumer behavior. In addition to universals, there are some unique factors that should be considered in order to understand Japanese consumer behavior, much as, undoubtedly, another set of unique features should be considered for the study of any other society.