THE INTERPRETATION OF A CONSUMER BEHAVIOR IN THE CONTEXT OF THE MAIN PHILOSOPHICAL PARADIGMS
Journal Title: Вісник Львівського університету - Year 2017, Vol 15, Issue
Abstract
The study illustrates the cognitive capabilities of paradigms, each of which interprets consumer be- havior within the philosophical analysis. It was found that the classical paradigm reflects the economic and ethical rational nature of consumption; the modern paradigm is based on the study of consumer behavior as a practical implementation of consumer attitudes which based on the sociocultural context; the postmodern paradigm proclaims the value of communication, which is realized in consumer behavior, and becomes a sign system and the way of constructing the space of human existence and the meanings of its existence.
Authors and Affiliations
Yuliia Siusel
Keywords
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