소비합리성의 개념에 대한 연구 = A Study on the Concept of Rationality in Consumer Studies

다국어 초록 (Multilingual Abstract)

This paper delves into the concept of rationality in consumption behavior. After reviewing the concept of rationality in philosophy, sociology, psychology, and neo-classical economics, the paper focuses on `what is rational consumption.` Rational consumption is based on the rationality of Homo Consumens compared to Homo Economicus. Rationality in consumer Studies so far has been treated as instrumental one: however, the paper argues that purposive rationality should be also considered in forming consumption desire. Based on the conditions of instrumental and purposive rationality, the later part of the paper deals with the cases of irrational and/or nonrational consumption behavior in buying decision. The main arguments of the paper are summarized as follows: ① The rationality of consumption is composed of two dimensions of rationality : Instrumental and Purposive rationality. ② Instrumental rationality means consistency of buying decision in forming belief, desire, and action of consumption. ③ Purposive rationality means possibility and autonomy of buying decision in forming consumption desire. ④ To get instrumental and purposive rationally, communication rationality in societal level is also necessary.