Is the shopping list a guarantee for rational consumer behaviour?

Abstract

Consumers may undertake various steps in order to increase the rationality of their choices. One of the options involves drawing up a shopping list. The study presents an innovative method of analysing consumer behaviour during shopping. Modern technologies were used to set up a virtual environment within which a store was created. A combination of methods was employed to assess the subjective opinions expressed during in-depth interviews. Another step focused on analysing the internal stimuli of the research subjects with the use of neuroscientific tools to evaluate the behaviour of the research participants. The aim of the study was to verify the impact of a shopping list on consumer rationality. The research results presented constitute a part of a broader research project, within the scope of which research method triangulations enabled an in-depth analysis of conscious and unconscious aspects of the subjects’ behaviour (Borawski et al. 2021).