Contemporary ideas and dilemmas on consumer behavior rationality

The aim of the work is the presentation, critical analysis and the evaluation of contemporary ideas and dilemmas on the basic hypotheses and axioms for consumer behavior modeling. Considerations in the work include the ideas on consumer sovereignty, supposition of consistency and persistency of consumer choice, choice rationality in the conditions of uncertainty and risks, the problems of rational decision-making in imperfect information and the target household function about the sense of maximizing attainable use.