What does consumer choice theory examine?

Consumer choice theory primarily examines how individuals make decisions about their purchasing behavior and preferences. This theory delves into the factors that influence consumers, including their preferences, budget constraints, and the utility derived from different goods and services. It seeks to understand the decision-making process behind what consumers buy, in what quantities, and how they allocate their limited resources among various options to maximize their satisfaction or utility.

The focus is on the individual consumer and their behavior in the marketplace, analyzing how changes in factors such as income, prices of goods, and preferences can affect their purchasing decisions. This theory is foundational in microeconomic theory and helps explain demand curves and consumer demand patterns.