Page "Consumer choice" Paragraph 11

: Consumer choice theory is based on the assumption that the consumer fully understands his or her own preferences, allowing for a simple but accurate comparison between any two bundles of good presented.

That is to say, it is assumed that if a consumer is presented with two consumption bundles A and B each containing different combinations of n goods, the consumer can unambiguously decide if ( s ) he prefers A to B, B to A, or is indifferent to both.

The few scenarios where it is possible to imagine that decision-making would be very difficult are thus placed " outside the domain of economic analysis ".