个人对于各种商品的需求，被描述为一个追求效用最大化的过程。
The demand for various commodities by individuals is generally thought of as the outcome of a utility-maximizing process.
理性消费就是指消费者在消费能力允许的条件下，按照追求效用最大化原则进行的消费。
Rational consumption means that consumers in the consumption capacity of permit conditions, in accordance with the principle of utility maximization of consumer pursuit.
是的，人们一般追求快乐，但是他们偶尔愿意放弃快乐换取其它能给他们更大效用的行为。
Yes, individuals generally prefer to be happier, but sometimesthey are willing to trade off happiness for other behavior that gives themgreater utility.
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