微观经济学需求和消费者行为精读.pptx

需求与消费者行为 第5章 选择和效用理论 5.1 3 效用和消费者行为 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”。 4 Léon Walras 1834-1910 Carl Menger 1840-1921 William S. Jevons 1835-1882 5 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 denotes the additional utility you get from the consumption of an additional unit of a commodity 总效用和边际效用 消费数量 （总）效用 边际效用 0 0 1 4 2 7 3 9 4 10 5 10 6 4 3 2 1 0 总效用和边际效用的关系 7 Total utility Quantity O U Q 边际效用递减定律 随着一种物品的消费数量的增加，最后增加的物品的边际效用会不断减少。 8 Marginal utility Quantity O MU Q 9 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. 10 背景知识 用序数效用论取代基数效用论的原因有二： 对于一些不可缺少的物品的效用，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。 需求曲线的推导 5.2 消费者的最优化 我们假定每个消费者最大化其效用，我们还假定消费者的收入是给定的，并面对给定的市场价格。 问题：当你的预算给定时，如何在不同的物品和服务中分配支出，达到的满意度最大？ 12 基数效用的说明 13 等边际原理 Equimarginal principle: A consumer will achieve maximum satisfaction or utility when the marginal utility of the last dollar spent on a good is exactly the same as the marginal utility of the last dollar spent on any other good. This is the utility-maximizing rule or the equimarginal principle (效用最大化准则或等边际原理). 等边际原理的通俗解释 如果在收入的各项支出中，从任一支出中拿出一元钱放到其他的支出中，都不会使（总）效用增加，那么原来的支出配置达到最好。 14 为什么需求曲线向下倾斜 The equimarginal principle perfectly explains why demand curves slope downward. 15 MU Price 保持 不变 测试问题 Try to fill the empty boxes correctly with either an equals sign, a greater than sign, or a less than sign. 16 = = consume more of good X consume more of good Z 正确的回答 金钱从最后1元钱带来的