In fact, the optimal decision made should result in optimal utility. In particular, the economic principles of the Convention assume that individuals normally make rational decisions in their daily activities (Altman, 2012). As a matter of fact, rational behavior does not necessarily mean that an individual receives the maximum financial benefit. This is simply because the level of satisfaction obtained could be based solely on the emotions of the decision maker. On the contrary, for a decision to be defined as rational, it should eliminate practically all the emotional components involved in the decision-making process and focus more on the concrete facts regarding the decision made (Ariely,