ABOUT THE PSYCHOLOGY OF CHOICE WHILE BUYING GOODS

The paper proceeds theoretical analysis of current status of the problem of choice in psychology. The goal of research is to compare psychological mechanisms and predictors of choice in the situations of various significance.

The author first considers and analyzes in details the phenomenon of subjective choice formation in the situation of buying goods (good as a symbol) and its components, as well as their relation to the individual peculiarities of personality.   

The obtained results display fundamental differences in the process characteristics of choice of the goods of various significance, uncertainty, novelty and complexity.