Consumer protection refers to the measures and policies put in place to ensure that consumers are not exploited or harmed by businesses or sellers. This area of research focuses on studying and analyzing consumer rights, laws, regulations, and practices that protect consumers from unfair or deceptive business practices, such as false advertising, fraud, and substandard products or services. Researchers in this field investigate consumer behavior, attitudes, preferences, and decision-making processes to better understand how consumers can be empowered to make informed choices and protect themselves from exploitation. Consumer protection research also examines the effectiveness of consumer protection laws and policies in safeguarding consumer rights and promoting fair competition in the marketplace.