Теорії споживчої поведінки: вплив психологічних та соціальних факторів на економічні рішення

Abstract

In this paper, consumer behavior is explored as a critical element of modern economic science, influencing market efficiency, business strategies, and public economic policies. The article examines various theories of consumer behavior, focusing on psychological, social, and cognitive factors that shape decision making. While traditional models assume rational decision-making, behavioral economics emphasizes the role of emotions, social norms, and cognitive biases in consumer choices. Furthermore, the rise of digital technologies and online platforms has reshaped market dynamics, enabling businesses to more effectively target and influence consumer behavior.