A central aspect of firm-consumer communications is the extent to which the consumer believes the firm. In this dissertation, I argue that belief, more specifically a consumer’s belief in claims or material generated by the firm, should be more adequately examined in contemporary consumer behavior literature. To this end, I review current theories that attempt to understand belief in consumer behavior literature. Furthermore, I explore two empirical examinations of how certain factors influence consumers’ belief in firm-generated communication and how differing levels of belief affect consumer behavior—first in the service failure context and second in the scarcity signaling context.