The Evolution of the concept of rationality of consumer behavior in Economic Sociology
( Pp. 198-205)
More about authors
Mikryukov Vladimir O.
Cand. Sci. (Philos.), Associate Professor; associate professor, Department of Sociology, Faculty of Social Sciences and Mass Communications; Financial University under the Government of the Russian Federation
Financial University under the Government of the Russian Federation
Moscow, Russian Federation Levin Vladislav S. postgraduate student; Faculty of Social Sciences and Mass Communications; Financial University under the Government of the Russian Federation; Moscow, Russian Federation
Financial University under the Government of the Russian Federation
Moscow, Russian Federation Levin Vladislav S. postgraduate student; Faculty of Social Sciences and Mass Communications; Financial University under the Government of the Russian Federation; Moscow, Russian Federation
Abstract:
The article examines the evolution of the concept of rationality in consumer behavior within economic sociology. The aim of the study is to characterize the economic, social, and psychological factors that determine consumer rationality. The study analyzes the transition from the classical economic model of consumer behavior, based on the principle of utility maximization, to sociological approaches that propose models of bounded and embedded rationality, which take into account the influence of social norms, cultural values, religious beliefs, and other factors on consumer practices. The study also considers psychological factors related to consumer rationality, manifested in the form of cognitive biases during decision-making. As a result of the research, the authors conclude that consumer rationality represents a complex system of interrelated economic, social, and psychological factors that influence economic behavior and decision-making. In addition, the relevance of further research into the psychological aspects of consumer rationality is demonstrated in the context of contemporary digitalization, where digital platforms increasingly employ “dark patterns” that can limit consumer autonomy and manipulate economic behavior.
How to Cite:
Mikryukov, V.O., Levin, V.S. (2026). The evolution of the concept of rationality of consumer behavior in economic sociology. Sociopolitical Sciences, 16(2), 198–205. DOI: 10.33693/2223-0092-2026-16-2-198-205. EDN: QVWOPJ
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Veblen T. The theory of leisure class. V. Zhelninov (transl. from English). Moscow: AST, 2022. 416 p. ISBN: 978-5-17-152181-3.
Hildebrand B. Historical review of political and economic systems. V. Bezobrazov (transl.). St. Petersburg, 1861. 314 p.
Coleman J.S. Social capital in the creation of human capital. American Journal of Sociology. 1988. Vol. 94. No. 1. Pp. S95–S120. DOI: 10.1086/228943.
Granovetter M. Economic action and social structure: The problem of embeddedness. American Journal of Sociology. 1985. Vol. 91. No. 3. Pp. 481–510. DOI: 10.1086/228311.
Kahneman D., Tversky A. Choices, values, and frames. American Psychologist. 1984. Vol. 39. No. 4. Pp. 341–350. DOI: 10.1037/0003-066X.39.4.341.
Mill J.S. Principles of political economy. London, 2014. 258 p. (Imprint from 1885)
Parsons T. The structure of social action: A study in social theory with special reference to a group of recent European writers. New York; London, 1968. Vol. 1. 539 p. (Imprint from 1949)
Ricardo D. The principles of political economy and taxation. London, 2015. 328 p. (Imprint from 1817)
Roscher W. Principles of political economy. New York: Henry Holt & C, 1878. Vol. 1. 479 p.
Say J.-B. A treatise on political economy; or, The production, distribution, and consumption of wealth. 2001. 269 p. (Imprint from 1821)
Simmel G. The philosophy of money. London: Routledge, 2011. 640 p. DOI: 10.4324/9780203828298.
Simon H.A. Models of man: Social and rational. London, 1964. 304 p.
Zac A. et al. Dark patterns and consumer vulnerability // Behavioural Public Policy. 2025. Pp. 1–50. DOI: 10.1017/bpp.2024.49.
Keywords:
rationality, consumer behavior, economic sociology, bounded rationality, social institutions, cognitive biases, dark patterns.
