Towards a new conceptualization of the homo-economicus contributions to the consumer theory

Abstract

In the present paper a critical revision of some assumptions that underlie in the Theory of the Neoclassical Consumer, specially those referring to the characteristics of the Economy or Consuming Agent, which has among other characteristics an extreme rationality and a tendency towards the mathematical optimization in the consumption decisions. Some historical and methodology aspects are reviewed that explain the origin and development of the Homo-Economicus. Among the critics stand out: the Methodological Individualism, Preferences Exogeneity, Preferences Individuality, Opposition between Preferences and Values, Instrumental Rationality, and Information Limitless Management. In the paper one argues that the form in which it has been constructed, from the economy theory and especially of the consumer theory, the Homo-Economicus corresponds to a traditional philosophical approach, whereas some guidelines set out from Heidegge’s Existentialist Philosophy to surpass the limitations.