Rational choice theory implicitly or explicitly assumes a number of things about consumer choice that are often not true, such as _____.
A) consumers seek one optimal solution to a problem and choose on that basis
B) consumers have the skill and motivation to find the optimal choice
C) the optimal solution does not change as a function of situational factors such as time pressure, task definition, or competitive context
D) A and C
E) all of the above

Question

Quizplus · Accepted Answer

Marketers sometimes assume that the process underlying consumer choice follows rational choice theory.

Rational Choice Theory Implicitly or Explicitly Assumes a Number of Things