and human behavior analysts. Economic rationality accepts that human beings will behave in a manner that is based largely on individual needs and wants, irrational impulses, misconceptions, and personal circumstances, all of which render their behavior illogical. This does not mean, however, that such behavior is unpredictable. The rational principle of supply and demand dictates that highly sought-after products in limited availability will net greater profits, regardless of how irrational it may be to demand such items or to pay such prices to obtain them. As long as consumers can rationalize their behavior – or producers can offer a rationalization to them – economists can more rationally predict outcomes. For instance, a consumer's behavior indicates a preference for product A over product B, and product B over product C. In this scenario, an economic analyst should reasonably conclude that this consumer will never purchase product C when products A and B are available. The consumer, however, may violate this logical assumption and purchase product C regardless of the availability of the preferred others when there is no way to rationalize the purchase of A or B instead of C. As rationalization is associated with the decision making the process more so than the decision itself, the explanation for this consumer's seemingly unpredictable choice is rooted in the human psychological need to rationalize behavior: “Everyone feels that as a rational creature he must be able to give a connected, logical, and continuous account of himself, his conduct, and opinions, and all his mental processes are unconsciously manipulated and revised to that end”. For businesses, the key is to predict the rationalization process employed by consumers. For consumers, rationality is going to be determined by the availability, acquisition, and interpretation of the information needed to make informed decisions. Rational Choice Theory Rational choice theory (RCT) is a theoretical framework postulated on the belief that every decision made by an individual is done so by means of a thorough consideration of all substantiated benefits in comparison with the known costs of making a specific choice in a given situation. This methodical process is essentially considered a universal phenomenon and a natural attribute of the human condition, an anthropological feature of homo economicus, the calculating, negotiating, and materialistic characterization of human beings. Economists have traditionally favoured RCT because it more easily gives rise to economic models that may be used to predict human behavior