Theory of Creative Action as Theoretical and Methodological Grounds of Researches of Consumer Choice

Abstract

In the article theory of social action are examined as theoretical and methodological grounds for researches of consumer choice. The special attention is spared to the theory of creative action by H. Joas. In opinion of author, she has most potential for explanation of such phenomenon, as a consumer choice, as accents attention on that every human action contains the elements of spontaneity, chance and freedom of choice, that is why at the analysis of social action it is necessary also to take into account previous experience, situational context an action and judgements what be going on changes are opened out in that and is recorded.