Revisiting Consumer Behavior: Dominant Factors Shaping Consumer Rationality. International Research Journal of MMC (IRJMMC), [S. l.], v. 7, n. 1, p. 146–160, 2026. DOI: 10.3126/irjmmc.v7i1.93010. Disponível em: https://irjmmc.edu.np/index.php/irjmmc/article/view/578. Acesso em: 9 jun. 2026.