Theory of Consumer Behavior in Economic Science

Abstract

The aims of this article is to study the evolution of the theory of consumer behavior in economic science in the context of the ratio of rational and irrational motives of behavior and the answer to the question: can the theory of economic communications become an instrument for the further development of the theory of consumer behavior. The research methodology includes the method of rational reconstruction of scientific knowledge, the method of comparative analysis, the historical method, the method of scientific abstraction and others. The theoretical basis of the study is the work of representatives of various areas of economic thought in a historical context, including ancient philosophers, scholastics, mercantilists, representatives of classical political economy, neoclassical economic theory, behavioral economics, institutional economics, systemic economic theory.The author concludes that the further development of the theory of consumer behavior is possible based on a synthesis of the theory of productive consumption and the theory of economic communications.