PODSTAWOWE ASPEKTY RACJONALNOŚCI ZACHOWAŃ KONSUMENCKICH
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Date
1998
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Wydział Prawa i Administracji UAM
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FUNDAMENTAL ASPECTS OF RATIONALISM OF A CONSUMER BEHAVIOUR
Abstract
The theory o f economy admits that subjects operating within a market, consumers included,
are all guided by the principle of rationalism when taking their market decisions. However the
rationalism of behaviour could not be related to economic criterions exclusively, The article is an
attempt to demonstrate that in most situations the behaviour itself of a consumer is justified
subjectively, From his own point of view the consumer behaves rationally despite of the fact that
his uczions may be evaluated as being irrational. The consumers’ behaviour is a complex result of
his own economic, psychological and social positions. In the analysis of her theme the Author
considers the following rationalism of human behaviour, essential points and different kinds of
a consumers’ behaviour and - rationalism of the latter.
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Ruch Prawniczy, Ekonomiczny i Socjologiczny, 1998, nr 2, s. 159-170