engleski

Economic and financial aspects of consumer behavior

This paper was meant to indicate some promising leads for a study of rationality, not to carry such study it its completion. Among the problems that were not considered adequately were the phislosophical ones (rationality viewed as a value concept), the psychonalytic ones (the relationships between rational and conscious, and between irrational and unconscious), and those relating to personality theory and the roots of rationality. The emphasis was placed here on the possiblitity and fruitfulness of studying forms of rational behavior, rather than the characteristics of the rational man. Motives and goals that change with the relatively rare but highly significant cases of our becoming aware of problems and attempting to solve them, were found to be related to behavior that may be called truly rational.

consumer behavior ; rational behavior ; incentive ; providence ; profit

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