Publication details

Influences on Consumers Rationality

Authors

DOLÁKOVÁ Bohuslava KRAJÍČEK Jan

Year of publication 2016
Type Article in Proceedings
Conference European Financial Systems 2016
MU Faculty or unit

Faculty of Economics and Administration

Citation
Field Economy
Keywords consumption; behaviour; consumer behaviour; rationality; irrationality
Description The aim of this paper is to evaluate key components in consumer behaviour. Consumer behaviour is influenced by several factors; one with the greatest influence is genetic predisposition of each individual and also experience and knowledge acquired during the life of the society. The consumer is often irrational even in those cases in which we could expect rational behaviour (regarding to the prevailing economic opinion and rational choice theory). People are subjects to irrational influences. These influences come from their surroundings, feelings, emotions and other sources.
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