Proceedings of the Challenges for analysis of the Economy, the Businesses, and the Social progress
This paper contains the research of neuroeconomics results such as formulation and analysis of Ultimatum game (see Alan G. Sanfey, 2003) and neuromarketing (see Patrick Renvoisé, 2005). As a result the rational behavior of consumer during the decision-making of consume object prejudiced. In particular the axiom of reflexiveness of the rational utility theory was disproved. That axiom maintains that the fixed set of goods is not worse that itself. A conclusion that consumer choice based on the utility criterion depends not only on the set of goods but on the consume environment was made. The hypothesis of irrational behavior allowed to formalize floating utility criterion and correlation between the basket of products utility and consume environment during the consumer decision-making. Based on floating utility criterion the problem of optimal consumer’s budget distribution in conditions of integral utility maximization on limited time interval and consideration of the predicted environment factors value posed. Then the problem of intertemporal consumer choise for floating criterion was posed. The solution analysis of that problems had allowed to draw a conclusion of a significant influence of the predicted environment factors value exactness on an optimal solution and a dependence of that exactness on a consumer satisfaction.