But, as a rational consumer, they need to compare and calculate all the benefits and costs associate with what they want to do, and also make sure what they want to do is what they actually can do.

但作为一名理性的消费者，人们应该进行收益成本分析，同时应该确定他们想做的事也是他们实际能做的事。

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Economists need to explain, therefore, why a rational consumer would be persuaded by an ad which offers nothing but an enticing image or a good laugh.

ECONOMIST: The money in the message

We note low inventories, low real interest rates, rational consumer resilience, high levels of bank cash (since the write-downs are generally non-cash accounting entries), small business flexibility and reasonable output gains apart from housing, autos and finance.

FORBES: Muddle-Through, Part Two

How does digital actually connect with the emotional and rational drivers of consumer category engagement and how it will impact sales and loyalty?

FORBES: Where Brands Should Build Their Digital Nests