消费者的选择行为.pptVIP

第三章 消费者行为理论 1、序言 2、理性行为的假设 3、基数效用论及其结论 4、序数效用论及其结论 5、消费者剩余 6、租金 序言 理论上：需求曲线的进一步解释--------为什么是单调递减的？ 实践上：消费者如何进行消费选择可以获得最大的满足感。 消费者到底在干什么？-------- 在既定收入的约束之下，如何在众多的商品中选择一揽子商品（商品组合,portfolio),使其可获得最大的满足感（即其所谓的“效用”） 行为理性化假设 假设一个决策者面临几种可供选择方案时，会选择其中使他的效用达到最大满足的那个方案： （1）假设行为主体知道自己想要什么；（2）假设行为选择与目标之间具有逻辑一致性。理解这一基本假设需要注意几点： （1）它假设行为主体具有对自己福利和目标的判断能力，但是并不假设目标和动机本身的好坏高下。 （2）假设人们行为选择与他们对自身福利和目标的理解具有逻辑一致性，但并不假设他们总是能够达到预期目标。 （3）假设是对人们行为动机的简化表达，并不排除影响人们选择行为除了有理性因素之外，实际还有感情，道义，信仰等因素。 But there is a fly in the ointment! This only works if people are absolutely rational. Absolutely rational people never make mistakes, and always make the choices that are best for them -- never feel regrets because they have nothing to regret. But real people are only relatively rational: we make mistakes, and when we are aware of them we try to correct our errors; but sometimes we are not even aware of them. In Economic, things are just as neoclassical economics envisions them, so the willingness-to-pay measure can be used. But in the real world, people may choose what is wrong for them, so that their choices may not (directly) reveal their subjective benefits. Can the willingness-to-pay measure be applied in the real world? It can be applied, although it must be applied cautiously and with some corrections from psychology. I have not been quite just to neoclassical economists, after all. The neoclassicals do not really assume that individuals are absolutely rational. Rather, the neoclassical idea is that on the average, people choose as if they were absolutely rational. The neoclassical economist admits that people make mistakes, but argues that, just because these mistakes are irrational, the mistakes must be unpredictable, and so they will average out. 不同的理论派别对消费者最优的解决方案 1. 基数效用论 认为消费者获得的满足程度是可以准确测量的（他们规定了一单位的满足程度为1 util)。 2. 序数效用论 认为效用是不可以准确测量的，但消费者可以对其所面临的一系列商品进行排序。 1、 基数效用论 几个重要的概念： 效用(utility)、负效用(disutility)、总效用、边际效用、边际效用递减规律、单位货币的边际效用 λ 边际效用：消费者在消费商品的过程中增加或减少一单位商品引起的总