Influences on Consumer Rationality

The aim of this paper is to evaluate key components in consumer behaviour. Consumer behaviour is influenced by several factors; one with the greatest influence is genetic predisposition of each individual and also experience and knowledge acquired during the life of the society. The consumer is often irrational even in those cases in which we could expect rational behaviour (regarding to the prevailing economic opinion and rational choice theory). People are subjects to irrational influences. These influences come from their surroundings, feelings, emotions and other sources.