Senda, Joanna2013-03-192013-03-191998Ruch Prawniczy, Ekonomiczny i Socjologiczny, 1998, nr 2, s. 159-1700035-9629http://hdl.handle.net/10593/5519The 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.plArtykuł