In businessmen profit earn aik vire, they can also apply behavioral economic theory to seek rationally to maximize, their rxpected, returns and had full knowledge of the data needed to succeed in this attempt, they knew the relevant cost and demand functions, calculated marginal cost and marginal revenue from all actions open to them, and pushed each line of action to the point at which the relevant marginal cost and marginal revenue were equal. Hence, for example, it is not by learning and applying appropriate mathematical formulas that one becomes and Nexpert or decision maker, bur rather by developing the required skills. often learned in the pool hall and in the firm through learning -by-doing. A training program for firm decisionmaking players, concentrating on math and engineering courses would by itself, not produce experts. Thus, behavioral assumptions should need to assume for optimal or rational intelligentchoice behavior. Moreover, there exists a variety of non-profit maximizing behaviors that have a positive probability of never failing. In fact, it has shown that firms that maximize profits are the least likely to be the market survivors.Hence, in different firms behavioral view, this sensitivity of outcomes to process can have important consequences for analysis at the level of market and economy, which assumes that consumer individual typically makes choices in their own best interest, " were best interest" is something that not incorporating into their calculations, the true costs and benefits of their choices.Hence, behavioral economy theory can help product sellers to predict consumer individual choice, attitude in order to find what the important factors influence they choose to buy the seller's products in preference. Also, behavioral economic theory is an analytical predictions, how intelligent individuals actually behave. This approach to choice behavior does not assume that individuals are in any way irrational, even through such behavior is expected to deviate substantively. Hence, the behavioral economic theory assumes humans are rational and maximum their individual self interest. In consumption view, in general, consumers choose to buy any products in preference, they will evaluate whether the product can bring the maximum economic or useful benefit to them in order to make the final purchase in our society. Such as organic food choice case, food consumers' choices, where people's may come from direct influence of other people's behavior and social norms on our behaviors. Then, theory assumes we independently know what we want and that our preferences are fixed. So, this standard theory is very good at explaining short -term decision-making.