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One of the fundamental underpinnings of economic theory is that customers tend to maximize their levels of satisfaction when making purchase decisions. This concept is known as Gossen's Second Law (in Blaug 1996, p. 309, original German in Gossen 1854); specifically," A person maximizes his utility when he distributes his available money among the various goods so that he obtains the same amount of satisfaction from the last unit of money spent upon each commodity."