Abstract:

The aim of this paper is to develop theoretical models, based on the study of pertinent literary sources and authors’ own perspective. Pertinent literary sources are focused on issues of conscious and unconscious decision-making, decision quality and decision costs (in connection to consumer behaviour). As a result, selected consumers’ decision aspects are presented: The first one is a schematic depiction of conscious and unconscious component of mind on the decision-making process during the time flow, the second one is about the influence of the available time on the decision-making process (with regard to the quality of the decision) and the third one is the influence of time on the costs of information, used in the decision-making process. The presented findings can be used in order to understand better consumer behaviour.