The basic model of consumer behavior does not include rules of thumb, mainly because:

A) the model is biased against hard rules.
B) the model does not believe that consumers are fully informed.
C) it does not allow for biases to be introduced in our economic decision making.
D) it allows for benchmarks that replace rules of thumb.

Consumer Behavior

The study of how individuals or groups select, buy, use, and dispose of goods, services, ideas, or experiences.

Rules of Thumb

General principles or guidelines that provide simplified advice or wisdom based on experience or common practice.

Biases

Systematic patterns of deviation from norm or rationality in judgment, where particular feelings, beliefs, or behaviors predominate over others.