Characteristics of the Essence and Evolution of Development of «Rational» and «Irrational» Consumer’s Behavior Concept

Under current conditions, marketing is built on the processes of maximization of the impact on consumer and forecasting of his/her behavior, which can be rational and irrational. It has raised the interest and necessity to make research in that field. The aim of the article is to describe the essential characteristics and evolution of development of «rational» and «irrational» behavior of a consumer concept. Using the method of comparative analysis, the work compares rational and irrational consumer's behavior; logical method is used for argumentation of the evolution of development of the concept of «rational» and «irrational» behavior. The research defines conditions, which influence irrational behavior, particularly absence of reliable information; lack of alternative assessment of expenditures and forecasting of the future situation; application of the effect of asymmetric perception, argumentation of the degree of an event probability. It has been determined that rational behavior of a person aims at maximization of personal benefits. The decisions, made by a consumer, are focused on the process of benefit obtaining, as well as on satisfaction of personal needs. The work argues that rational behavior is characterized by an optimal choice, made by a buyer, who enters economic relations with goods and services to enjoy his/her spiritual and material needs. Under rational behavior, self-control is of particular importance. It has been characterized by the ability to control one's thoughts, emotions, behavior, applying the required conation. The work suggests that irrational behavior is based on such state of a consumer, when he/she invests the thing with a greater value after having got it to possession, even temporary. The article makes systematization of the factors of impact on consumers' behavior, including marketing factors, economic and psychological ones. Scientific novelty of the research is in systematization of the evolution of development of the concept of “rational” and “irrational” behavior of a consumer and argumentation of the factors influencing his/her behavior.