消费者的目的是在力所能及的范围内进行消费选择,以最大化的满足自己,做出最优消费选择。通过传统经济学中的无差异曲线和预算线了解消费者如何两种商品之间进行理性消费选择。在此基础上,通过利用Kahneman理论对非理性消费选择进行合理解释,并说明在消费者选择的理论研究中不能仅仅基于传统经济学所给出的假设。 The purpose of consumers is within the limits of consumer choice, in order to maximize their satisfaction, to make the best consumer choice. Understand how consumers make rational consumer choice between two products through indifference curves and budget lines in traditional economics. On this basis, we can make a reasonable explanation of the irrational consumption choices by using Kahneman’s theory and show that the theoretical research on consumer choice can not be based solely on the assumptions made by traditional economics.