中文摘要：

有限理性情况下的消费者选择决策分析是对传统消费行为学研究的补充和发展。本文在消费者有限理性与效用理论的基础上，以消费者在有限理性范围内购买活动中效用最大化为原则，建立消费者的贪心选择模型，分析消费者的购买行为，证明消费者在购买过程中的选择行为所呈现出贪心选择性质，并分析证明消费者在有限理性条件下，以贪心选择出发进行的购买选择使消费者效用达到全局最优的条件。

英文摘要：

It is the supplement to the study of traditional consumer behavior that analyzing the decision of con sumer selection under irrational condition. Based on the theory of irrational and utility, as well as the principle of the maximum the utility, we set up the model of consumer greedy selection and analyze the behavior in the consumer buying process, then we prove the greedy selection in the consumer buying, and get the condition of best solution in the consumer buying, started by greedy selection under the condition of limited rationality.