1.1.2 Economic assumptions

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9 Terms

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Rational consumor

aim to choose the lowest priced product when choosing between two identical (homogenous) products.

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Rational firms

choose the lowest priced product when choosing between two identical (homogenous) products.

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Reasons consumers may not maximise their benefits

  • Herding behaviour

  • Habitual behaviour

  • Consumor weakness in consumptione

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herding behaviour

Individuals are influenced by consumption norms within their social groups.

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Habitual behaviour

Consumers may stick with their current situation due to a reluctance to change.

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Weakness at computation

Humans are not always adept at mathematical computation, leading to biases in decision-making.

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Managerial objectives

Managers may prioritize objectives like maximizing their salary or sales, which may not align with maximizing profits.

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Alternate business objectives

Some businesses prioritize objectives other than profit, such as customer care or social causes.

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Charitable operations

Charitable organizations may prioritize raising money or awareness for a cause over maximizing profits