According to consumer choice theory,rational behavior requires that consumers compare the marginal utility of each purchase with its price.

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According to consumer choice theory, rational consumers aim to maximize their total utility or satisfaction by comparing the marginal utility (the additional utility gained from each unit of a good or service) with its price before making a purchase. This allows consumers to make informed and optimal choices about how to allocate their limited budgets among various goods and services.

According to Consumer Choice Theory,rational Behavior Requires That Consumers Compare