Maximizing utility is the main problem for the consumers. The money is a product for our use, and we can use it for maximizing our utility. That means we can buy happiness by using money. However, this is a simple explanation. The research indicates us that the issue is relatively more complex. The buying behavior is the result of a decision-making process for every individual. The different preferences of the individuals might cause different utility levels for different individuals. Considering that every individual has a different utility function, the different uses of money might cause different utility levels for Continue reading...
