Peculiarities of modeling the irrational behavior of consumers in commodity markets

Glib A. Mazhara, Yana M. Shumilo

Abstract


The paper systematizes determinants of irrational consumer decisions in commodity markets and proposes an operational coefficient of propensity to irrational behavior that integrates personality traits (emotional instability, introversion, conformity) with situational drivers (limited time and low awareness). We outline a hybrid measurement procedure combining surveys, digital analytics and neuromarketing signals, and show how the coefficient can be embedded into demand and marketing-response models for e-commerce.


Keywords


consumer irrationality, commodity markets, cognitive biases, digital nudging, personality traits, neuromarketing

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References


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Received: 19.12.2025

Accepted: 22.01.2026

Published: 26.03.2026




DOI: https://doi.org/10.15407/econindustry2026.01.063

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