The influence of irrational factors on the behavior of Russian consumers in a pandemic COVID-19

Gorbunova O., Ason T., Ustinova О.

In modern conditions, irrational factors that influence consumer behavior are becoming important for forecasting the demand for goods and services. The article presents the evolution of views on the role of irrational factors in the economy, analyzes the influence of irrational factors on consumer behavior in the context of the COVID-19 pandemic. As part of this study, a survey of working-age residents of Moscow was conducted. This study showed that in a pandemic, irrational factors influence the consumer behavior of Russians; however, the assessment of this influence revealed a different degree of such influence. According to the research results, irrational factors are grouped depending on the degree of influence on consumer behavior when making a purchase decision.

Keywords:irrational factors, consumer behavior, purchases, decision making, pandemic.