Some aspects of the model of consumer behavior
Abstract The article investigates trends and problems in the implementation of the consumer choice of individuals in the contemporary post-industrial economy. At the same time, conclusions are drawn that it is advisable to use, in interconnection and complementarity, individual tools and methods related to the ordi-nalist direction of the neoclassical paradigm, neo-institutional and post-neoclassical schools of economic theory in substantiating consumer behavior.
Keywords: consumer behavior, individual, ordinal theory, choice, marketing, digitalization
Highlights:
♦ within the framework of the ordinalist theory of the utility of goods, the process of consumer choice is considered somewhat more realistically than in the paradigm of the cardinalist trend of the neoclassical economic theory;
♦ fundamental importance in economics is paid to the differentiation of types of consumer choice depending on its rationality degree;
♦ in the context of the intensive development of the modern post-industrial digital economy, the classification of types of consumer choice of individuals plays an important role, depending on the degree of use in the process of formation and implementation of the latest potential of digitalization.
Maxim 0. Iskoskov, Elena V. Kargina - Togliatti State University, Togliatti, Russia