The decision-making process followed by consumers to maximize utility assumes that consumers behave rationally, attempting to maximize their satisfaction. consumers have unlimited incomes. consumers do not know how much marginal utility they obtain from consuming additional units of various products. consumers are unable to rank their preferences. consumers behave rationally, attempting to maximize their satisfaction. consumers have unlimited incomes. consumers do not know how much marginal utility they obtain from consuming additional units of various products. consumers are unable to rank their preferences.