Are consumers always rational?

Project description
1500 words of content minimum on the psychology of consumers and if they are truly rational please refer to the book´Jansson-Boyd, K. (2010) Consumer PsychologyMaidenhead; University Press please do refer to theories, ones that have to do with esteem and ego.
i need to have this in London UK time before 1 pm. NO PLAGARISM!!! please refer the bok again and no plagarism if you have any question please do not hesistate to contact me