Rational choice theory implicitly or explicitly assumes a number of things about consumer choice that are often not true, such as consumers search for an optimal solution to a problem and choose on that basis; consumers have the ability and motivation to Finding the optimal option The optimal solution does not change as a function of situational factors such as time pressure, the definition of the task, or the competitive context Consumers search for an optimal solution to a problem and choose on that basis, and the optimal solution does not change Depending on situational factors such as time pressure, task definition, or competitive context, all of these options are correct.