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One of the key assumptions of the rational consumer; i.e., that individuals know what they want and seek to make the most of the available opportunities given the scarcity constraints they face.Notice that there are two key components here:

1 The notion that individuals have preferences: This defines what they

want to consume.

2 The notion that individuals have constraints: These define what they

can consume

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Q: To work with the concept of rationality the consumer needs to know?
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