107188bc_mies_Cheat_Sheet___For_Dummies__The_Rational_Consumer_Model
[The Intuitive Consumer Model] Preferences are rarely the products of careful logical analysis. More often, they’re inferred from the consumer’s behavior, rather than the other way around. [The Rational Consumer Model] 
Preferences are determined rationally. They’re clear, unambiguous, and enduring.
Neuromarketing For Dummies Cheat Sheet - For Dummies