The article proposes the application of a reflexive approach to consumer behavior management in the marketing system of industrial enterprises. It is based on the study of individual behavioral responses of consumers and the organization of influences on them. The analytical model of decision-making reflection, which is the author's modification of V. Lefevre’s model of bipolar choice is proposed in the article. The proposed model allows us to identify the rational factors and the irrational factors in which the management will be able to most significantly influence the likelihood of the expected purchase decision, allows assessing the readiness of the consumer to choose before and after the implementation of reflective influence. The results of the study made it possible to identify the main areas of application of reflexive consumer choice management tools in the industrial enterprise marketing system. It is substantiated that the use of reflexive consumer choice management tools in the industrial enterprise marketing system is an important low-cost factor in declining the consumer to make a purchase decision.