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Satisficing behaviour occurs when consumers abandon the goal of finding the absolute best product (utility maximization) and instead settle for an option that is simply "good enough." Driven by bounded rationality—specifically limited time, imperfect information, and restricted cognitive processing power—consumers cannot realistically evaluate every available alternative. Consequently, they use mental shortcuts to evaluate options sequentially. The moment they discover a product that meets their minimum acceptable threshold for quality and price, they make the purchase, concluding their search entirely.