Koncepti racionalnosti potrošača
Concepts of consumers' rationality

Summary/Abstract: Economic theory on consumer behavior is a combination of positive and normative theories. Since it is based on a rational model of maximization of gains, it describes not only the way in which consumers should choose something, but also how they choose it. Reality, however, demonstrates that many consumers in certain situations behave opposite to the economic theory. In such situations, the economic theory makes systematic errors in prediction of behavior. This paper presents a short overview of classical economic theory and some principles of bounded rationality.

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