《中级微观经济学》PR8e_ch03ly.pptVIP

* of 40 Copyright ? 2013 Pearson Education, Inc. ? Microeconomics ? Pindyck/Rubinfeld, 8e. The assumption that more is better than less is made for pedagogic reasons; namely, it simplifies the graphical analysis. Of course, some goods, such as air pollution, may be undesirable, and consumers will always prefer less. We ignore these “bads” in the context of our immediate discussion of consumer choice because most consumers would not choose to purchase them. Copyright ? 2013 Pearson Education, Inc. ? Microeconomics ? Pindyck/Rubinfeld, 8e. * of 40 3.1 Consumer Preferences 3.2 Budget Constraints 3.3 Consumer Choice 3.4 Revealed Preference 3.5 Marginal Utility and Consumer Choice 3.6 Cost-of-Living Indexes C H A P T E R 3 Prepared by: Fernando Quijano, Illustrator Consumer Behavior CHAPTER OUTLINE 第三章 消费者行为consumer behavior 第三章 3.1 消费者偏好 3.2 预算约束 3.3 消费者选择 3.4 显示偏好 3.5 边际效益与消费者选择 3.6 生活成本指数 消费者行为 ● 消费者行为理论 描述消费者如何在不同的商品和服务之间分配其收入以使幸福最大化。 下述三个独立的步骤是理解消费者行为的最佳方法: 消费者偏好 预算约束 消费者选择 Consumer Preferences 3.1 Market Baskets TABLE 3.1 ALTERNATIVE MARKET BASKETS A 20 30 B 10 50 D 40 20 E 30 40 G 10 20 H 10 40 MARKET BASKET UNITS OF FOOD UNITS OF CLOTHING Some Basic Assumptions about Preferences 有关偏好的一些基本假设 Completeness: Preferences are assumed to be complete. 完备性:偏好是完备的， Note that these preferences ignore costs. Transitivity: Preferences are transitive. 传递性:偏好是可传递的。 More is better than less: Goods are assumed to be desirable—i.e., to be good. 越多越好 EAG. Indifference Curves 无差异曲线 ● indifference curve Curve representing all combinations of market baskets that provide a consumer with the same level of satisfaction. Indifference Maps无差异曲线簇 ● indifference map Graph containing a set of indifference curves showing the market baskets among which a consumer is indifferent. INDIFFERENCE CURVES CANNOT INTERSECT FIGURE 3.4 The Shape of Indifference Curves The Marginal Rate of Substitution 边际替代率(MRS) 为获得一个单位的一种商品，必须放弃的另外一个商品的数量 CONVEXITY 拟凸性 When the M