Answer:
B. Improving net gain by pursuing decisions as long as the marginal benefits exceed the marginal costs.
Explanation:
A rational consumer continues consumption as long as marginal benefit derived from consumption exceeds marginal cost.
Marginal benefit is the increase in benefit as a result of consuming an extra unit of a product.
Marginal cost is the increase in cost as a result of consuming one more unit of a product
For example, the marginal benefit from consuming a 5th bottle of a drink is $5. The cost of the bottle is $4. The rational consumer can increase benefit by consuming one extra bottle of the drink. If the cost of the drink were $7, a rational consumer would not consume the 5th bottle because marginal cost exceeds marginal benefit
