第三讲消费者行为理论.docVIP

Part III 消费者行为理论 （The Theory of Consumer Choice） 效用 基数效用分析法 序数效用分析法 效用（Utility） Utility denotes satisfaction. It is the subjective pleasure or usefulness that a person derives from consuming a good or services. 理性消费者的目标是“Maximization Utility”，约束条件是： Limited income A given set of price. Constant taste 基数效用分析法（Cardinal Utility Approach） 总效用与边际效用（TUMU） Total utility is the total satisfaction gained from consuming a given number of goods. Marginal utility is the additional utility arising from consumption of an additional unit of a commodity. MU=ΔTU/ΔQ MU=dTU/dQ 边际效用递减规律（Law of diminishing marginal utility）: The marginal utility of a good tends to diminish as the amount of that good consumed increases. 消费者均衡（Consumer Equilibrium） Consumer equilibrium is a situation in which consumer allocate their limited income so as to obtain the greatest satisfaction or utility. 消费者均衡的条件—等边际准则（the equi-marginal condition ）: 需求曲线的推导 价值悖论（Paradox of Value） 消费者剩余（Consumer Surplus） Consumer surplus is the gap between the total utility of a good and its total market value. 序数效用分析（Ordinal Utility Approach） 关于偏好的三个基本假设 完全性（Completeness） 传递性（Transitivity） 非饱和性（Non-Satiation） 无差异曲线（Indifference Curve） An indifference curve is a curve that shows consumption bundles that give the consumer the same level of satisfaction. 无差异曲线的特点： Higher indifference curves are preferred to lower ones. Indifference curves are downward sloping. Indifference curves do not cross. Indifference curves are bowed inward 边际替代率（The Marginal Rate of Substitution）： The Marginal Rate of Substitution is the slope at any point on an indifference curve. It is the rate at which a consumer is willing to trade one good for another. It is the amount of one good that a consumer requires as compensation to give up one unit of the other good. MRS12= -ΔX2/ΔX1 MRS12= -dX2/dX1 3. 预算线（Budget Constraint） The consumer’s budget constraint depicts the limit on the consumption bundles that a consumer can afford, given his income