Basic elements and principles of irrational consumer choice in modern economy

Abstract

The article investigates principles of effective implementation of marketing activities of companies in the post-industrial economy. These principles should provide objective conditions for the sustainable growth of loyalty of the target segments of the consumer market and at the same time minimize the feasibility of using the tools of ethically incorrect marketing manipulation of consumer choice processes. The tendencies and problems of the implementation of the consumer choice of individuals in the conditions of a modern, post-industrial economy are also studied. At the same time, conclusions are drawn that it is advisable to use, in interconnection and complementarity, individual tools and methods related to the ordinal direction of the neoclassical paradigm, neo-institutional and post-neoclassical schools of the economic theory by substantiating the consumer behavior.