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The article deals with the approach to the issue of rationality of behavior and the waysto define a household in the neoclassical direction, in the neo-Austrian school, behavioral and experimental economy. The definitions of households as agents that maximize their benefits, as the result of maximizing the utility of individual members, as well as maximizing the overall utility for the common good are given. Rationality is considered in terms of the individual behavior of different household units and in terms of the whole household.

VALUES AND PREFERENCES IN HOUSEHOLD BEHAVIOR: REFLECTION IN ECONOMIC CONCEPTS