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The work gives a presentation and the critical consideration of postulate applicability of new optimization models of consumer choice. The research includes the analysis and illustration of maximization of feasible usefulness of consumers on the so-called Lancaster model of goods characteristics, analysis of postulates and the model of consumer choice in the conditions of uncertainty, analysis of consumer inclination to bear risk and alternatives of consumer choice in “buying” risk insurance. Special attention is paid to the analysis of influences of “gambling” on consumer choice optimization and the consideration of connections between the price of increasing the level of consumers' information and attainable prosperity.

The aim of the work is the presentation, critical analysis and the evaluation of contemporary ideas and dilemmas on the basic hypotheses and axioms for consumer behavior modeling. Considerations in the work include the ideas on consumer sovereignty, supposition of consistency and persistency of consumer choice, choice rationality in the conditions of uncertainty and risks, the problems of rational decision-making in imperfect information and the target household function about the sense of maximizing attainable use.

The aim of the work is to review and analyze the ideas and possibilities of modeling social welfare optimization based on the essential premises of neoclassical schools on consumer choice optimization. The work explains current and often controversial conceptions of basic postulates of economic welfare. It deals with the problems of defining the functions of social welfare, conceptions about the principles and problems of collective welfare decision-making. In the final part, evaluations and conclusions on the importance of contemporary conceptions about the analysis of economic equilibrium and welfare economics are given.

The objective of the work is to analyze and consider critically the relevance of decomposition model for price effects in J. R. Hicks' works, the famous British economist. It is about the analysis of price change effects on consumer choice optimization, attainable use and optimal consumption structure. Starting from Hicks' conception of real consumer income, the models of limiting the total price effects by means of the Hicks method of income effect changes and the method of compensation income changes are analyzed. At the end of the work, conclusions and evaluations of the importance and the possibilities of implementation of the Hicks models are given.