The concept of rational choice is a frontier of economic theory. A fundamental assumption for economic analysis is that economic agents, a household, and a firm, tend to make the best choices from among viable alternatives, given the available resources at their disposal (money, time, etc.) and information.

The rational economic choice implies that people are driven by the rational pursuit of self-interest, and engaged in economic decisions to maximize this rational self-interest.Self-interestis an individual's economic decisions that are made to fulfill the individual's best interests. On the other hand, social interestindicates choices that are made to benefit society as a whole. Economists argue that social interest can be attained by individual decision makers acting in their own self-interest. This process is what Adam Smith called theinvisible hand, which is the foundation of the theory of the market economy.

• Give an example illustrating how a firm acting out of self-interest to maximize its profits by supplying goods or services in economic markets benefits consumers - even if it does not care about them. In other words, how does self-interest help achieve society's economic goals?
• Give an example illustrating how a firm acting out of self-interest can have deleterious effects on consumers. Why might consumers allow firms to behave in this way? Are there ways in which a firm acting out of self-interest might be harmful to society?

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