Peculiarities of modeling the irrational behavior of consumers in commodity markets

The paper systematizes determinants of irrational consumer decisions in commodity markets and proposes an operational coefficient of propensity to irrational behavior that integrates personality traits (emotional instability, introversion, conformity) with situational drivers (limited time and low awareness). We outline a hybrid measurement procedure combining surveys, digital analytics and neuromarketing signals, and show how the coefficient can be embedded into demand and marketing-response models for e-commerce.