Rational decision making is a myth
As stated above, traditional micro economics assumes that a consumer makes decisions based on all the available information, trying to maximize personal benefits, independent from everyone else and that this behavior is more or less stable.
In reality, especially the more complex a product becomes, it is very difficult for a consumer to calculate all the costs and benefits correctly. We are influenced by our social networks that influence our independent choices by decisions other people make (e.g. toilet paper). Emotion overtakes logic for immediate satisfaction. Also altruism, making decisions for the benefit of someone else instead of oneself can have an impact on decision making.
Richard Thaler, an economist, Nobel laureate and University of Rochester Graduate, is one of the fathers of modern Behavioral Economics. I am especially interested in his theory of the "Nudge". The theory suggests that there are many opportunities to nudge people's behavior by making subtle changes to the context in which they make decisions.
As with everything, you can use nudges for good and for bad. Good nudges are good, when they benefit both parties involved in the transaction.