Introduction. Today, consumer behavior models and strategies are a complex phenomenon that requires study and justification of its psychological characteristics to create effective brand communication with customers in the consumer market. Aim: to analyze the results of the empirical study of individual and psychological characteristics (personality traits, level of self-monitoring, personal values) of consumer decision-making in modern socio-economic conditions. Methods. Schwartz's ValueI

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... ory, the Big Five Questionnaire (BFQ), the Consumer Style Inventory (CSI) Questionnaire, Sproulsand Kendall. Results. Based on regression analysis, the article has shown how values, self-monitoring and personality traits ("Big Five") influence consumer decision-making strategies: "Perfectionism", "Price equals quality", "Consumption of novelties", "Hedonistic consumption", "Impulsive consumption", "Cost minimization", "Regular consumption", based on this analysis, it is possible to identify clusters (types) of consumers and features of their consumer behavior. Conclusions. The article presents and analyzes the results of empirical study of individual psychological characteristics of consumer decision-making strategies, defines how values, personal characteristics and the level of self-monitoring determine these strategies.