This paper analyses the behavior of an individual who wants to maximize his utility function, but he is not able to evaluate it. There are many ways to choose a single alternative from a given set. We show that a unique utility maximizing procedure exists. Choices induced by this optimal procedure are always transitive but generally violate the Weak Axiom. In other words, utility maximizing individuals who are unable to evaluate their objective functions fail to exhibit rational revealed preferences.
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Gilboa, Itzhak & Schmeidler, David, 1997.
"Cumulative Utility and Consumer Theory,"
International Economic Review,
Department of Economics, University of Pennsylvania and Osaka University Institute of Social and Economic Research Association, vol. 38(4), pages 737-61, November.
Itzhak Gilboa & David Schmeidler, 1992.
"Case-Based Decision Theory,"
Discussion Papers
994, Northwestern University, Center for Mathematical Studies in Economics and Management Science.
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