A contemporary approach to postulates of consumer behavior models

The work gives a presentation and the critical consideration of postulate applicability of new optimization models of consumer choice. The research includes the analysis and illustration of maximization of feasible usefulness of consumers on the so-called Lancaster model of goods characteristics, analysis of postulates and the model of consumer choice in the conditions of uncertainty, analysis of consumer inclination to bear risk and alternatives of consumer choice in “buying” risk insurance. Special attention is paid to the analysis of influences of “gambling” on consumer choice optimization and the consideration of connections between the price of increasing the level of consumers´ information and attainable prosperity.