From an economic point of view, we define demand as the amount of goods or services that consumers are willing and able to pay for. Its curve shows us the relationship between the price and the quantity of the good on the graph where we can apply the law of demand which tells us that the quantity of the good and its price have an inversely proportional relationship, although there are various exceptions. Some of the factors that affect demand are income, price, expectations and others. It is important for us that the demand curve shows the relationship of only two variables, while the ceteris paribus condition applies to the others. Behavioral reactions of consumers and producers to changes in the prices of goods, i.e. demand sensitivity to price can be defined as demand elasticity. Demand can be elastic or inelastic depending on the type of good, and it is determined by various psychological, economic and social factors. We can also calculate exactly how much demand will change with the help of the price elasticity coefficient. It is generally known that we often want more than we have, and in microeconomics various models study such situations. The model of rational choice explains the behavior of consumers with certain norms, and because of these norms we have the possibility to show consumer priorities graphically with indifference curves on the indifference map. Our ultimate goal is to determine the combination of goods that provides the greatest satisfaction to the consumer, which we determine by drawing the direction of the budget on the indifference map. Consumer behavior can be studied from an economic, but also from a psychological aspect, which explains the paradox of choice. The fact is that a greater range of choices gives us greater freedom and a happier life, however, when the number of choices becomes too large, we come to a paradox, because freedom and happiness become inversely proportional, and we come to increased stress and dissatisfaction.