Rational choice theory implicitly or explicitly assumes a number of things about consumer choice that are often not true, such as Multiple Choice consumers seek one optimal solution to a problem and choose on that basis. consumers have the skill and motivation to find the optimal choice. the optimal solution does not change as a function of situational factors such as time pressure, task definition, or competitive context. consumers seek one optimal solution to a problem and choose on that basis and the optimal solution does not change as a function of situational factors such as time pressure, task definition, or competitive context. All of the choices are correct.