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Understanding how customers make buying decisions has been a central concern of marketing, especially in the context of financial services where products are intangible, complex, and often involve high perceived risk. To explain consumer behaviour, marketers rely on several behavioural models that describe the psychological, social, and economic processes influencing purchase decisions. These models help marketers predict customer responses, design effective strategies, and build long-term relationships with consumers. One of the earliest and most influential models is the Economic or Rational Model. This model assumes that consumers are rational decision-makers who seek to maximize utility while minimizing cost. Buyers are presumed to have complete information, clear preferences, and the ability to evaluate alternatives logically before making a choice. In financial services, this model is reflected in situations where customers compare interest rates, returns, fees, and risks before selecting products such as bank deposits, loans, or insurance policies. Although real-world behaviour often deviates from pure rationality, this model is useful for marketers in pricing financial products, ________ _____ ______ _________ __________ ___ _____ _____ _________.
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