Reflections on the role of internal environment in the preference system construction

Absztrakt

The issues of the preference system stability appear in various fields of science: microeconomics places it under the utility theories, behaviourism discusses it as part of the irrational human behaviour, while psychology considers the consumer preferences as our projection. As all the aspects focus on a common topic, on the consumer preference system, there should be an overall concept of the preference system itself, which defines its structure, elements and the interrelations between its parts. Based on numerous scientific approaches – psychological, social, and economic, as it was mentioned before – the preference system is internal, and it is
revealed in the choices. The latest trend made those findings popular, which put an emphasize on the determining role of the current external circumstances. In order to gain real insight, researchers shall balance the weights between the internal
and external environment, because normally the preference system is built as a result of an interaction between the internal and the external environment. The question is: which elements of these environments are involved?