ABSTRACT
Rational consumer decision-making is an issue that economists have been dealing with for a long time. Theories and approaches have been developed that are still applicable today and form the basis for modern studies dealing with this issue. Consumer behavior changes depending on various factors and the preferences of the consumer himself. However, every consumer is trying to get the most benefit. The main goals of this article are to define the basic terms of the theory of consumer behavior (Cardinal and Ordinal utility theory) and to perform a bibliometric analysis. The results of the study provided an interesting insight into the keywords associated with the issues of cardinal and ordinal utility theory. The results of the study provided an interesting insight into the key words associated with the issue of cardinal and ordinal utility theory. The results show that the keywords and phrases are related, as several of them are repeated in both listed terms, such as utility, preferences, model, choice, or risk. This means that they are connected by many words and phrases, which is a logical result, since these are two different approaches to consumer law.