ECONOMICS AND IRRATIONAL ASPECT OF CONSUMER CHOICE

Abstract

The article considers the problem of the irrational aspect of consumer choice, considers elements that affect the irrationality of the consumer. Analyzed rational and irrational choice of the consumer, in the context of its use in advertising. The urgency of the problem for the development of the behavioral economy is substantiated, the subject of the behavioral economy is considered. Two approaches to the problem are presented: economic science and marketing – illuminating the irrational basis of consumer choice and distortions arising in the process of its fulfillment. An analysis of the individual's different perception of information is divided into supraminal (conscious) and subliminal (unconscious). The mechanism of the action of advertising capable of manipulating the choice of the consumer, which is considered in two cognitive systems of the individual: the first acts on the basis of biological instincts, the second cognitive system is responsible for a long, consistent and rational analysis of the situation and planning. The relevance of this issue (the irrationality of choice) in the field of regulating consumer demand in the automotive market when selling motor vehicles is emphasized.