Theoretical and methodological foundations for justifying irrational consumer behavior in modern conditions

In contemporary society, characterized by digitalization, globalization, and economic instability, classical approaches to analyzing rational consumer choice are becoming increasingly less effective. The research addresses the limitations of classical economic theory in explaining consumer behavior shaped by emotional states, social factors, and information overload. The purpose of the article is a theoretical and methodological justification of irrational consumer behavior in modern conditions based on the phased development of a system of axioms, theorems, models of irrational consumer behavior and the determination of their theoretical and practical significance. The proposed theoretical and methodological approach explains and models irrational consumer behavior by considering social, psychological, economic, and technological factors. The author analyzes the specifics of consumer decision-making in situations where classical principles of rationality fail and proposes a system of axioms, theorems, and models to address these behaviors. The study employs methods of axiomatic analysis, behavioral modeling, and synthesis of existing theoretical concepts. Empirical approaches, such as consumer behavior data analysis, experimental studies, and cognitive modeling methods, are also utilized to determine the impact of emotions, social trends, and cognitive biases. The main scientific results include: 1. The development of a system of axioms reflecting the key characteristics of irrational consumer behavior. 2. The formulation of theorems explaining the influence of emotional states, cognitive distortions, and social context on decision-making. 3. The proposal of an axiomatic basis for modeling irrational behavior, which can be integrated into modern economic models. 4. The identification of factors that most significantly influence consumer decisions, including the impact of the digital environment, information overload, and manipulative marketing practices. The theoretical significance of the work lies in expanding the existing economic models by integrating psychological and social factors, enabling a more accurate description and prediction of real-world consumer behavior under contemporary conditions. The practical significance is reflected in the development of recommendations for businesses (particularly in marketing), financial management, and public policy. The proposed results can be used to stimulate savings, manage demand effectively, and reduce the negative impact of manipulative practices on consumers. Thus, the content of the article establishes a theoretical and methodological framework for studying irrational consumer behavior, which is critical for developing strategies in business, economics, and society.