ANALYSIS OF THE FEATURES OF THE DECISION-MAKING PROCESS IN THE CONSUMER EXPERIENCE
The ever-changing nature of the market calls for more and more careful study of the economics of consumption, which makes it a necessary and important area for study. Each person is a consumer and can also be called a flexible cognitive generalist, but this does not mean that he does not face any problems due to his flexibility. The currently progressing digitalization of the economy imposes new requirements on the cognitive capabilities of a person, to which not everyone can adapt, which led to the situation of problems with this function.