@article{d1a3df729b9547adbb53ef56cdd583bd,
title = "The complexity of the consumer problem",
abstract = "A literal interpretation of neo-classical consumer theory suggests that the consumer solves a very complex problem. In the presence of indivisible goods, the consumer problem is NP-Hard, and it appears unlikely that it can be optimally solved by a human. Two implications of this observation are that (i) households may imitate each other's choices; (ii) households may adopt heuristics that give rise to the phenomenon of mental accounting.",
keywords = "Computational complexity, Consumer theory, Mental accounting",
author = "Itzhak Gilboa and Andrew Postlewaite and David Schmeidler",
note = "Publisher Copyright: {\textcopyright} 2021",
year = "2021",
month = mar,
doi = "10.1016/j.rie.2021.01.001",
language = "אנגלית",
volume = "75",
pages = "96--103",
journal = "Research in Economics",
issn = "1090-9443",
publisher = "Academic Press",
number = "1",
}