Which theory assumes ordinarily of utility?
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Rationality
The theory of utility is based on the assumption of that individuals are rational. Rationality has a different meaning in economics than it does in common parlance. In economics, an individual is “rational” if that individual maximizes utility in their decisions.
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It is assumed that the consumer is rational who aims at maximizing his level of satisfaction forgiven income and prices of goods and services, which he wish to consume. He is expected to make decisions consistent with this objective.
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