Homo economicus has long ceased to be the model of a human being
that is in line with actual human behavior. This fact has been
confirmed by studies that were carried out by Nobel Prize winners
at the beginning of this century; J. Stiglitz, D. Kahneman, M.
Spence, G. Akerlof, and V. Smith proved that people are neither
rational nor objective and that their decisions are often guided by
emotions and subjectivity. In order to fill in the existing gap in
the research, the author introduces a new model of a human being.
The author uses seven axioms to define the concept of a hedonistic
human being (Homo hedonismus) which, in the author's opinion,
correctly reflects people's consumer behavior. This model is
verified by checking how it pertains to the basic economic laws of
consumer behavior and to the most important psychological
conceptions of humankind. Furthermore, the influences of religion
and culture on human behavior are presented. The second part of
this book deals with the social responsibility of consumers from
the perspective of the proposed model of a human being. The book
then defines factors determining the emergence and growth of
consumers' social responsibility and presents its development
prospects on a global scale.
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