“The Rational Approach: Understanding Consumers’ Decision-Making for Expensive Products and Services” The Rational Approach: Understanding Consumers’ Decision-Making for Expensive Products and Services Consumer behavior is a complex process that involves various factors such as personal preferences,

Using the theories and concepts of consumer behavior covered in AMB200 course, explain why consumers tend to apply more rational approach in making consumption decisions involving expensive products or services. Your essay should be approximately 300 words (+/- 10%). You must demonstrate adequate understanding of the theories covered in class and integrate relevant literature resources. Use 2 to 3 literature sources. Your essay should be brief and precise.