Macroeconomy Pyndic Chapter3

Chapter 3
Consumer Behavior
Topics to be Discussed

Consumer Preferences
Budget Constraints
Consumer Choice
Revealed Preferences
Chapter 3: Consumer Behavior
Slide 2
Topics to be Discussed

Marginal Utility and Consumer Choices
Cost-of-Living Indexes
Slide 3
Consumer Behavior
Two applications that illustrate the importance of the economic theory of consumer behavior are:

Apple-Cinnamon Cheerios
The Food Stamp Program.
Slide 4
Consumer Behavior
General Mills had to determine how high a price to charge for AppleCinnamon Cheerios before it went to the market.
Slide 5
Consumer Behavior
When the food stamp program was established in the early 1960s, the designers had to determine to what extent the food stamps would provide people with more food and not just simply subsidize the food they would have bought anyway.
Slide 6
Consumer Behavior
These two problems require an understanding of the economic theory of consumer behavior.
Slide 7
Consumer Behavior
There are three steps involved in the study of consumer behavior. 1) We will study consumer preferences.
To describe how and why people prefer one good to another.
Slide 8
Consumer Behavior
There are three steps involved in the study of consumer behavior. 2) Then we will turn to budget constraints.
People have limited incomes.
Slide 9
Consumer Behavior
There are three steps involved in the study of consumer behavior. 3) Finally, we will combine consumer preferences and budget constraints to determine consumer choices.
What combination of goods will consumers buy to maximize their satisfaction?

Slide 10
Market Baskets
A market basket is a collection of one or more commodities.

One market basket may be preferred over another market basket containing a different combination of goods.
Slide 11
Market Baskets
Three Basic Assumptions

1) Preferences are complete.
2) Preferences are transitive.

3) Consumers always prefer more of any good to less.
Chapter 3: Consumer Behavior Slide 12
Market Basket Units of Food Units of Clothing
A
B D E G H
20
10 40 30 10 10
30
50 20 40 20 40
Slide 13
Indifference Curves
Indifference curves represent all combinations of market baskets that provide the same level of satisfaction to a person.
Slide 14
Clothing (units per week)
50 40
B H A E
The consumer prefers A to all combinations in the blue box, while all those in the pink box are preferred to A.
30
20 10 10 20 30 40
Food (units per week)
Slide 15
50 H 40
B E A
Combination B,A, & D yield the same satisfaction E is preferred to U1 U1 is preferred to H & G
30
20 10
10
U1
20
30
40

Slide 16
Indifference Curves
Indifference curves slope downward to the right.

If
it sloped upward it would violate the assumption that more of any commodity is preferred to less.
Slide 17
Indifference Curves
Any market basket lying above and to the right of an indifference curve is preferred to any market basket that lies on the indifference curve.
Slide 18
Indifference Maps
An indifference map is a set of indifference curves that describes a persons preferences for all combinations of two commodities.
Each indifference curve in the map shows the market baskets among which the person is indifferent.
Slide 19
Indifference Curves
Finally, indifference curves cannot cross.

This
would violate the assumption that more is preferred to less.
Slide 20
Clothing (units per week) Market basket A is preferred to B. Market basket B is preferred to D.
D B A
U3
U2 U1
U2
U1
Indifference Curves Cannot Cross

The consumer should be indifferent between A, B and D. However, B contains more of both goods than D.
A B D

Clothing 16 (units per week) 14
Observation: The amount of clothing given up for a unit of food decreases from 6 to 1
12 10
-6
B
-4
8
6
Question: Does this relation hold for giving up food to get clothing?
4
2 1 2
1 -2 1 -1
E
1

Slide 23
Marginal Rate of Substitution
The marginal rate of substitution (MRS) quantifies the amount of one good a consumer will give up to obtain more of another good.
It is measured by the slope of the indifference curve.
Slide 24
Clothing 16 (units per week) 14
A MRS = 6
-6
MRS C
12 10
B
-4
8
6
MRS = 2
4
2 1 2
1 -2 1 -1
E
1

Slide 25
We will now add a fourth assumption regarding consumer preference:

Along
an indifference curve there is a diminishing marginal rate of substitution.
Note the MRS for AB was 6, while that for DE was 2.
Slide 26
Question
What
are the first three assumptions?
Slide 27
Indifference curves are convex because as more of one good is consumed, a consumer would prefer to give up fewer units of a second good to get additional units of the first one. Consumers prefer a balanced market basket
Slide 28
Perfect Substitutes and Perfect Complements
Two goods are perfect substitutes when the marginal rate of substitution of one good for the other is constant.
Slide 29
Perfect Substitutes and Perfect Complements
Two goods are perfect complements when the indifference curves for the goods are shaped as right angles.
Slide 30
Apple Juice (glasses) 4
Perfect Substitutes
1
Orange Juice (glasses)
Slide 31
Left Shoes
Perfect Complements
Right Shoes
Slide 32
BADS
Things
for which less is preferred to more
Examples
Air
pollution
Asbestos
Slide 33
What Do You Think?

How
can we account for Bads in the analysis of consumer preferences?
Slide 34
Designing New Automobiles (I)
Automobile executives must regularly decide when to introduce new models and how much money to invest in restyling.
Slide 35
An analysis of consumer preferences would help to determine when and if car companies should change the styling of their cars.
Slide 36
Styling
Consumer Preference A: High MRS
These consumers are willing to give up considerable styling for additional performance
Performance
Styling
Consumer Preference B: Low MRS

These consumers are willing to give up considerable performance for additional styling
Performance
What Do You Think?

How
can we determine the consumers preference?
Slide 39
A recent study of automobile demand in the United States shows that over the past two decades most consumers have preferred styling over performance.
Slide 40
Growth of Japanese Imports

1970s
and 1980s
15% of domestic cars underwent a style change each year This compares to 23% for imports
Slide 41
Utility
Utility: Numerical score representing the satisfaction that a consumer gets from a given market basket.
Slide 42
Utility
If buying 3 copies of Microeconomics makes you happier than buying one shirt, then we say that the books give you more utility than the shirt.
Slide 43
Utility Functions
Assume: The utility function for food (F) and clothing (C) U(F,C) = F + 2C Market Baskets: F units C units U(F,C) = F + 2C A 8 3 8 + 2(3) = 14 B 6 4 6 + 2(4) = 14 C 4 4 4 + 2(4) = 12 The consumer is indifferent to A & B The consumer prefers A & B to C
Slide 44
Utility Functions & Indifference Curves Assume: U = FC Market Basket U = FC C 25 = 2.5(10) A 25 = 5(5) B 25 = 10(2.5)
15
10
U3 = 100 (Preferred to U2)

B U2 = 50 (Preferred to U1) U1 = 25 Food 15
(units per week) Slide 45
10
Ordinal Versus Cardinal Utility
Ordinal Utility Function: places market baskets in the order of most preferred to least preferred, but it does not indicate how much one market basket is preferred to another. Cardinal Utility Function: utility function describing the extent to which one market basket is preferred to another.
Slide 46
Ordinal Versus Cardinal Rankings
The actual unit of measurement for utility is not important. Therefore, an ordinal ranking is sufficient to explain how most individual decisions are made.
Slide 47
Budget Constraints
Preferences do not explain all of consumer behavior. Budget constraints also limit an individuals ability to consume in light of the prices they must pay for various goods and services.
Slide 48
Budget Constraints
The Budget Line
The budget line indicates all combinations of two commodities for which total money spent equals total income.
Slide 49
Budget Constraints
The Budget Line
Let F equal the amount of food purchased, and C is the amount of clothing. Price of food = Pf and price of clothing = Pc Then Pf F is the amount of money spent on food, and Pc C is the amount of money spent on clothing.
Slide 50
Budget Constraints
The budget line then can be written:
P FF P C C I
Slide 51
Budget Constraints
Market Basket Food (F) Clothing (C) Total Spending Pf = ($1) Pc = ($2) PfF + PcC = I
40
$80
B
D
20
40
30
20
$80
$80
E
G
60
80
10
0
$80
$80
Slide 52
Budget Constraints
Pc = $2
Pf = $1
I = $80
(I/PC) = 40 30
A B 10
Budget Line F + 2C = $80
1 Slope C/F - - PF/PC 2

D
20 20 E 10 G
0 20 40 60 80 = (I/PF)
Food
Budget Constraints
The Budget Line
As consumption moves along a budget line from the intercept, the consumer spends less on one item and more on the other. The slope of the line measures the relative cost of food and clothing. The slope is the negative of the ratio of the prices of the two goods.
Slide 54
Budget Constraints
The Budget Line
The slope indicates the rate at which the two goods can be substituted without changing the amount of money spent.
Slide 55
Budget Constraints
The Budget Line
The vertical intercept (I/PC), illustrates the maximum amount of C that can be purchased with income I. The horizontal intercept (I/PF), illustrates the maximum amount of F that can be purchased with income I.
Slide 56
Budget Constraints
The Effects of Changes in Income and Prices
Income Changes
An increase in income causes the budget line to shift outward, parallel to the original line (holding prices constant).
Slide 57
Budget Constraints
Income Changes
A decrease in income causes the budget line to shift inward, parallel to the original line (holding prices constant).
Slide 58
Budget Constraints
Clothing (units per week) A increase in income shifts the budget line outward
80
60
A decrease in income shifts the budget line inward
L3 (I = $40) L1 (I = $80) L2 (I = $160)
40
20
0
Food
40
80
120
160
Budget Constraints
Price Changes
If the price of one good increases, the budget line shifts inward, pivoting from the other goods intercept.
Slide 60
Budget Constraints
Price Changes
If the price of one good decreases, the budget line shifts outward, pivoting from the other goods intercept.
Slide 61
Budget Constraints
Clothing (units per week) An increase in the price of food to $2.00 changes the slope of the budget line and rotates it inward. A decrease in the price of food to $.50 changes the slope of the budget line and rotates it outward.
40
L3
(PF = 2)
40
L1
(PF = 1)
80
L2
120 160
(PF = 1/2)
Food
(units per week)
Slide 62
Budget Constraints
Price Changes
If the two goods increase in price, but the ratio of the two prices is unchanged, the slope will not change.
Slide 63
Budget Constraints
Price Changes
However, the budget line will shift inward to a point parallel to the original budget line.
Slide 64
Budget Constraints
Price Changes
If the two goods decrease in price, but the ratio of the two prices is unchanged, the slope will not change.
Slide 65
Budget Constraints
Price Changes
However, the budget line will shift outward to a point parallel to the original budget line.
Slide 66
Consumer Choice
Consumers choose a combination of goods that will maximize the satisfaction they can achieve, given the limited budget available to them.
Slide 67
Consumer Choice
The maximizing market basket must satisfy two conditions: 1) It must be located on the budget line. 2) Must give the consumer the most preferred combination of goods and services.
Slide 68
Consumer Choice
Recall, the slope of an indifference curve is:
C MRS F
Further, the slope of the budget line is:
PF Slope PC
Consumer Choice
Therefore, it can be said that satisfaction is maximized where:
PF MRS PC
Consumer Choice
It can be said that satisfaction is maximized when marginal rate of substitution (of F and C) is equal to the ratio of the prices (of F and C).
Slide 71
Consumer Choice
Pc = $2
Pf = $1
I = $80
Point B does not maximize satisfaction because the MRS (-(-10/10) = 1 is greater than the price ratio (1/2).
40
B
30
-10C
Budget Line
20
+10F
U1
80
20
40

Slide 72
Consumer Choice
Pc = $2
Pf = $1
I = $80
40 D 30
Market basket D cannot be attained given the current budget constraint.
20 U3
Budget Line 0 20 40 80

Slide 73
Consumer Choice
Pc = $2
Pf = $1
I = $80
At market basket A the budget line and the indifference curve are tangent and no higher level of satisfaction can be attained.
40
30 A 20
At A: MRS =Pf/Pc = .5
U2
Budget Line 0 20 40 80

Slide 74
Consumer Choice
Designing New Automobiles (II)
Consider two groups of consumers, each wishing to spend $10,000 on the styling and performance of cars. Each group has different preferences.
Slide 75
Consumer Choice
By finding the point of tangency between a groups indifference curve and the budget constraint auto companies can design a production and marketing plan.
Slide 76

Styling $10,000 These consumers are willing to trade off a considerable amount of styling for some additional performance
$3,000
$7,000
$10,000 Performance
Slide 77

Styling $10,000 These consumers are willing to trade off a considerable amount of performance for some additional styling
$7,000
$3,000
$10,000 Performance
Slide 78
Consumer Choice
Decision Making & Public Policy
Choosing between a non-matching and matching grant to fund police expenditures
Slide 79
Consumer Choice
Private Expenditures ($)
Non-matching Grant
Before Grant Budget line: PQ A: Preference maximizing market basket Expenditure OR: Private OS: Police
U1
Police Expenditures ($)

Slide 80
Consumer Choice
T P B A
After Grant Budget line: TV B: Preference maximizing market basket Expenditure OU: Private OZ: Police
Non-matching Grant
U R
U3
U1
Police Expenditures ($)

Slide 81
Consumer Choice
T P
Matching Grant
Before Grant Budget line: PQ A: Preference maximizing market basket After Grant C: Preference maximizing market basket Expenditures OW: Private OX: Police
W R
U2 U1
Police ($)
Slide 82
Consumer Choice
T P B A C
Nonmatching Grant Point B OU: Private expenditure OZ: Police expenditure Matching Grant Point C OW: Private expenditure OX: Police expenditure
Matching Grant
U W
U U2 3
U1
Z X
Police ($)
Slide 83
Consumer Choice
A Corner Solution
A corner solution exists if a consumer buys in extremes, and buys all of one category of good and none of another.
This exists where the indifference curves are tangent to the horizontal and vertical axis. MRS is not equal to PA/PB
Slide 84
A Corner Solution
Frozen Yogurt (cups monthly)
A U1 U2 U3
A corner solution exists at point B.
B
Ice Cream (cup/month)

Slide 85
Consumer Choice
A Corner Solution
At point B, the MRS of ice cream for frozen yogurt is greater than the slope of the budget line. This suggests that if the consumer could give up more frozen yogurt for ice cream he would do so. However, there is no more frozen yogurt to give up!
Slide 86
Consumer Choice
A Corner Solution
When a corner solution arises, the consumers MRS does not necessarily equal the price ratio.
In this instance it can be said that:
MRS PIceCream / PFrozen Yogurt

Consumer Choice
A Corner Solution
If the MRS is, in fact, significantly greater than the price ratio, then a small decrease in the price of frozen yogurt will not alter the consumers market basket.
Slide 88
Consumer Choice
A College Trust Fund
Suppose Jane Does parents set up a trust fund for her college education. Originally, the money must be used for education.
Slide 89
Consumer Choice
If part of the money could be used for the purchase of other goods, her consumption preferences change.
Slide 90
Consumer Choice
Other Consumption ($)

A: Consumption before the trust fund The trust fund shifts the budget line B: Requirement that the trust fund must be spent on education U3 C: If the trust could be spent on other goods
C
P
U2
U1
Q
Education ($)
Slide 91
Revealed Preferences
If we know the choices a consumer has made, we can determine what her preferences are if we have information about a sufficient number of choices that are made when prices and incomes vary.
Slide 92
Revealed Preferences-Two Budget Lines

Clothing (units per month)
l1
l2
I1: Chose A over B A is revealed preferred to B l2: Choose B over D B is revealed preferred to D
A B
Food (units per month) Chapter 3: Consumer Behavior Slide 93
Revealed Preferences-Two Budget Lines

l1
All market baskets in the pink shaded area are preferred to A.
l2 A B
B is preferred to all market baskets in the green area
Food (units per month) Chapter 3: Consumer Behavior Slide 94
Revealed Preferences-Four Budget Lines

I3: E revealed preferred to A
l3 All market baskets in the pink area preferred to A l1 l4

A E
l2
B G
A: preferred to all market baskets in the green area

I4: G revealed preferred to A

Food (units per month)
Slide 95
Revealed Preferences for Recreation

Other Recreational Activities ($)
Scenario Robertas recreation budget = $100/wk Price of exercise = $4/hr/week Exercises 10 hrs/wk at A given U1 & I1
100 C 80 60
The rate changes to $1/hr + $30/wk New budget line I2 & combination B Reveal preference of B to A
40
20
U1
U2
Would the Clubs profits increase? l2

75
Amount of Exercise (hours)
l1
0 25 50
Slide 96
Marginal Utility and Consumer Choice

Marginal Utility
Marginal utility measures the additional satisfaction obtained from consuming one additional unit of a good.
Slide 97

Marginal Utility
Example
The marginal utility derived from increasing from 0 to 1 units of food might be 9 Increasing from 1 to 2 might be 7
Increasing from 2 to 3 might be 5
Observation: Marginal utility is diminishing

Slide 98

Diminishing Marginal Utility
The principle of diminishing marginal utility states that as more and more of a good is consumed, consuming additional amounts will yield smaller and smaller additions to utility.
Slide 99
Marginal Utility and the Indifference Curve
If consumption moves along an indifference curve, the additional utility derived from an increase in the consumption one good, food (F), must balance the loss of utility from the decrease in the consumption in the other good, clothing (C).
Slide 100
Formally:
0 MUF(F) MUC(C)
Slide 101
Rearranging:
C / F MU F / MU C
Slide 102
C / F MU F / MU C
Because:
C / F MRS of F for C
MRS MUF/MUC
When consumers maximize satisfaction the:
MRS PF/PC
Since the MRS is also equal to the ratio of the marginal utilities of consuming F and C, it follows that:
MUF/MUC PF/PC
Which gives the equation for utility maximization:
MU F / PF MU C / PC
Slide 105
Total utility is maximized when the budget is allocated so that the marginal utility per dollar of expenditure is the same for each good.
This is referred to as the equal marginal principle.
Slide 106

Gasoline Rationing
In 1974 and again in 1979, the government imposed price controls on gasoline. This resulted in shortages and gasoline was rationed.
Slide 107

Gasoline Rationing
Nonprice rationing is an alternative to market rationing.

Under one form everyone has an equal chance to purchase a rationed good. Gasoline is rationed by long lines at the gas pumps.
Slide 108
Rationing hurts some by limiting the amount of gasoline they can buy. This can be seen in the following model. It applies to a woman with an annual income of $20,000.
Slide 109
The horizontal axis shows her annual consumption of gasoline at $1/gallon. The vertical axis shows her remaining income after purchasing gasoline.
Slide 110

Spending on other goods ($) 20,000 18,000 15,000
A D C
With a limit of 2,000 gallons, the consumer moves to a lower indifference curve (lower level of utility).
U1 U2 B
2,000 5,000 Chapter 3: Consumer Behavior 20,000 Gasoline (gallons per year) Slide 111
The CPI is calculated each year as the ratio of the cost of a typical bundle of consumer goods and services today in comparison to the cost during a base period.
Slide 112
What Do You Think?

Does
the CPI accurately reflect the cost of living for retirees? it appropriate to use the CPI as a costof-living index for other government programs, for private union pensions, and for other private wage agreements?
Is
Slide 113
Example
Two sisters, Rachel and Sarah, have identical preferences. Sarah began college in 1987 with a $500 discretionary budget. In 1997, Rachel started college and her parents promised her a budget that was equivalent in purchasing power.
Slide 114
1987 (Sarah) 1997 Price of books (Rachel) $20/book $100/book Number of books Price of food Pounds of food Expenditure 15 $2.00/lb. 100 $500 6 $2.20/lb 300 $1,260
Slide 115
Sarah Expenditure
$500 = 100 lbs. of food x $2.00/lb. + 15 books x $20/book
Rachel Expenditure for Equal Utility

$1,260 = 300 lbs. of food x $2.20/lb. + 6 books x $100/book
Slide 116
The ideal cost-of-living adjustment for Rachel is $760. The ideal cost-of-living index is $1,260/$500 = 2.52 or 252. This implies a 152% increase in the cost of living.
Slide 117
Books (per quarter) For Rachel to achieve the same level of utility as Sarah, with the higher prices, her budget must be sufficient to allow her to consume the bundle shown by point B.
U1
25 20 15 10 5
B l2
l1
0 50 100 200 250 300 350 400 450 500 550 600
Food (lb./quarter)
Slide 118
The ideal cost of living index represents the cost of attaining a given level of utility at current (1997) prices relative to the cost of attaining the same utility at base (1987) prices.
Slide 119
To do this on an economy-wide basis would entail large amounts of information. Price indexes, like the CPI, use a fixed consumption bundle in the base period.
Called a Laspeyres price index
Slide 120
Laspeyres Index
The Laspeyres index tells us:
The amount of money at current year prices that an individual requires to purchase the bundle of goods and services that was chosen in the base year divided by the cost of purchasing the same bundle at base year prices.
Slide 121
Calculating Rachels Laspeyres cost of living index

Setting
the quantities of goods in 1997 equal to what were bought by her sister, but setting their prices at their 1997 levels result in an expenditure of $1,720 (100 x 2.20 + 15 x $100)
Slide 122
Her cost of living adjustment would now be $1,220. The Laspeyres index is: $1,720/$500 = 344. This overstates the true cost-of-living increase.
Slide 123
Books (per quarter) Using the Laspeyres index results in the budget line shifting up from I2 to I3.
U1
25 20 15 10 5
l3 l2
Food (lb./quarter)
Slide 124
l1
0 50 100 200 250 300 350 400 450 500 550 600
What Do You Think?

Does
the Laspeyres index always overstate the true cost-of-living index?
Slide 125
Yes!
The Laspeyres index assumes that consumers do not alter their consumption patterns as prices change.
Slide 126
Yes!
By increasing purchases of those items that have become relatively cheaper, and decreasing purchases of the relatively more expensive items consumers can achieve the same level of utility without having to consume the same bundle of goods.
Slide 127
The Paasche Index
Calculates the amount of money at currentyear prices that an individual requires to purchase a current bundle of goods and services divided by the cost of purchasing the same bundle in the base year.
Slide 128
Comparing the Two Indexes
Both indexes involve ratios that involve todays current year prices, PFt and PCt.
However, the Laspeyres index relies on base year consumption, Fb and Cb. Whereas, the Paasche index relies on todays current consumption, Ft and Ct .
Slide 129
Then a comparison of the Laspeyres and Paasche indexes gives the following equations:
PFt Ft P Ct Ct LI PFt Ft P Ct Ct
PFb Ft PCt Ct PI PFb Ft PCt Ct
Suppose:
Two
goods: Food (F) and Clothing (C)
Slide 131
Let:
PFt & PFb & Ft &
PCt be current year prices PCb be base year prices
Ct be current year quantities
Fb & Cb be base year quantities

Slide 132
Sarah (1990)
Cost
of base-year bundle at current prices equals $1,720 (100 lbs x $2.20/lb + 15 books x $100/book) of same bundle at base year prices is $500 (100 lbs x $2.00/lb + 15 books x $20/book)
Slide 133
Cost
Sarah (1990)
$1,720 LI 344 $500
Slide 134
Sarah (1990)
Cost
of buying current year bundle at current year prices is $1,260 (300 lbs x $2.20/lb + 6 books x $100/book) of the same bundle at base year prices is $720 (300 lbs x $2/lb + 6 books x $20/book)
Slide 135
Cost
Sarah (1990)
$1,260 PI 175 $720
Slide 136
The Paasche Index
The Paasche index will understate the cost of living because it assumes that the individual will buy the current year bundle in the base year.
Slide 137
In 1995, the government adopted the chain-weighted price index to deflate its measure of real GDP.
Developed to overcome problems that arose when long-term comparisons of GDP were made using fixed-weight price indexes and prices were rapidly changing.
Slide 138
The Bias of the CPI
What Do You Think?

What
is the impact on the Federal budget of using the CPI (a Laspeyres index) to adjust social security and other programs for changes in the cost of living?
Slide 139
Summary
People behave rationally in an attempt to maximize satisfaction from a particular combination of goods and services.
Consumer choice has two related parts: the consumers preferences and the budget line.
Slide 140
Summary
Consumers make choices by comparing market baskets or bundles of commodities. Indifference curves are downward sloping and cannot intersect one another. Consumer preferences can be completely described by an indifference map.
Slide 141
Summary
The marginal rate of substitution of F for C is the maximum amount of C that a person is willing to give up to obtain one additional unit of F. Budget lines represent all combinations of goods for which consumers expend all their income.
Slide 142
Summary
Consumers maximize satisfaction subject to budget constraints. The theory of revealed preference shows how the choices that individuals make when prices and income vary can be used to determine their preferences.
Slide 143
End of Chapter 3
Consumer Behavior

Macroeconomy Pyndic Chapter3

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Macroeconomy Pyndic Chapter3

Uploaded by

Copyright:

Available Formats

Chapter 3

Chapter 3: Consumer Behavior

Marginal Utility and Consumer Choices

Chapter 3: Consumer Behavior

The Food Stamp Program.

Chapter 3: Consumer Behavior

Chapter 3: Consumer Behavior

Chapter 3: Consumer Behavior

Chapter 3: Consumer Behavior

To describe how and why people prefer one good to another.

Chapter 3: Consumer Behavior

People have limited incomes.

Chapter 3: Consumer Behavior

What combination of goods will consumers buy to maximize their satisfaction?

Chapter 3: Consumer Behavior

A market basket is a collection of one or more commodities.

Chapter 3: Consumer Behavior

Three Basic Assumptions

2) Preferences are transitive.

Chapter 3: Consumer Behavior

Chapter 3: Consumer Behavior

Food (units per week)

Chapter 3: Consumer Behavior

Indifference curves slope downward to the right.

Chapter 3: Consumer Behavior

Chapter 3: Consumer Behavior

Chapter 3: Consumer Behavior

Finally, indifference curves cannot cross.

would violate the assumption that more is preferred to less.

Chapter 3: Consumer Behavior

Indifference Curves Cannot Cross

Food (units per week)

Food (units per week)

Chapter 3: Consumer Behavior

It is measured by the slope of the indifference curve.

Chapter 3: Consumer Behavior

Food (units per week)

Chapter 3: Consumer Behavior

We will now add a fourth assumption regarding consumer preference:

an indifference curve there is a diminishing marginal rate of substitution.

Note the MRS for AB was 6, while that for DE was 2.

Chapter 3: Consumer Behavior

are the first three assumptions?

Chapter 3: Consumer Behavior

Chapter 3: Consumer Behavior

Perfect Substitutes and Perfect Complements

Chapter 3: Consumer Behavior

Perfect Substitutes and Perfect Complements

Chapter 3: Consumer Behavior

Chapter 3: Consumer Behavior

Chapter 3: Consumer Behavior

for which less is preferred to more

Chapter 3: Consumer Behavior

What Do You Think?

can we account for Bads in the analysis of consumer preferences?

Chapter 3: Consumer Behavior

Chapter 3: Consumer Behavior

Chapter 3: Consumer Behavior

Consumer Preference A: High MRS

Consumer Preference B: Low MRS

What Do You Think?

can we determine the consumers preference?

Chapter 3: Consumer Behavior