Utility theory is founded on the assumption of the ‘rational consumer’. What must be done to act as a ‘rational consumer’?
- Aaccess to complete information: no; addictive behaviour: yes; choice is independent of other consumers: yes
- Baccess to complete information: yes; addictive behaviour: no; choice is independent of other consumers: no
- Caccess to complete information: yes; addictive behaviour: yes; choice is independent of other consumers: no
- Daccess to complete information: yes; addictive behaviour: no; choice is independent of other consumers: yes