第5章_需求和消费者行为.ppt

需求与消费者行为 第5章 选择和效用理论 消费者行为 The concept of individual choice is one of the most important in economics . Economics relays on the fundamental premise (基本假定) that people tend to choose those goods and services they value most highly. 效用理论 Utility denotes satisfaction. More precisely, it refers to how consumers rank different goods and services. In the theory of demand, we say that people maximize their utility, which means that they choose the bundle of consumption goods (消费品束) that they most prefer. 背景知识：边际革命 1870s前期，英国的杰文斯、侨居瑞士的法国人瓦尔拉和奥地利的门格尔，三人发起“边际革命”。 边际效用价值论 掀起边际革命的学者用倡导并发扬“边际效用价值论”，用主观效用价值论与当时的劳动价值论相对抗，以边际分析方法取代当时的平均分析方法，因而成为现代新古典经济学的创始人。 Marginal utility is the additional utility derived from a one unit increase in consumption. 总效用和边际效用 总效用和边际效用的关系 边际效用递减定律 效用理论的历史 Daniel Bernoulli (伯努利), a member of a brilliant Swiss family of mathematicians, observed in 1738 that people act as if the dollar they stand to gain in a fair bet (赌) is worth less to them than the dollar they stand to lose. This means that successive (连续的) new dollars of wealth bring them smaller and smaller increments (增量) of true utility. Utilitarianism(功利主义） Jeremy Bentham (边沁) proposed that society should be organized on the “principle of utility” which he defined as the “property in any object…to produce pleasure, good or happiness or to prevent…pain, evil or unhappiness.” 功利主义的观点 All legislation (立法) should be designed on utilitarian principles (功利原则) to promote the “greatest happiness of the greatest number.” They even developed a measure of pleasure they called the util. 序数效用 An ordinal (序数) measure simply ranks goods relative to one another. You can say you like peas better than broccoli (花椰菜) and you like ice cream better than both of those vegetables, but you don’t really need to say how much to rank your preferences (偏好) for these goods. 背景知识 用序数效用论取代基数效用论的原因有二： 对于一些不可缺少物品的效用，基数论可能给出不合理的结果。 序数效用论比基数效用论需要的假设更少，所需的假设也更简单。 等边际原则 消费者的最优化 We assume that consumers maximize utility subject t