The Rational Approach to Consumer Decision Making for Expensive Products and Services: An Analysis of Consumer Behaviour Theories

Using the theories and concepts of consumer behaviour covered in AMB20D course, explain why consumer tend to apply more rational approach in making consumption
decision involving expensive products of service. Your esasy should be approximately 300 words (+/-10%). you most demonstrate adequate understanding of the theories convered in class and integrate relevant literature resources. Use 2 to 3 literature sourcea.your essay should be brief and precise 
Lecture slides: Must read before start doing it
https://docs.google.com/document/d/1bUl1W_CGX7tk1ZIHYBEYPPflMOHOx5Cd/edit?usp=sharing&ouid=112277510627058276566&rtpof=true&sd=true