Description:
In the article we identify the prerequisites for dominance of rationality in economic theory, describe the main features of the model (REMM), show limitations of this model, propose a general scheme for the construction of rational action in the neoclassical paradigm, outline the nature and limits of formalization of the consumer choice theory, consider the direction of "enveloping" situations threatening the hard core of theory. The author concludes that the theory is in urgent need of appropriate alternative model of economic man.