消费者行为理论（Consumer behavior theory）.docVIP

消费者行为理论（Consumer behavior theory） Utility theory Individual consumer behavior theory, consumer demand curve The consumer seeks his own best interests and seeks his own maximum utility Exogenous variables (parameters) Comparative static analysis Derivation of demand curve and Engel curve The problem of maximizing the utility of consumers in uncertain (risk) situations It is divided into cardinal utility theory and ordinal utility theory (rank) cardinal utility theory Is a theory of consumer behavior, utility is measurable, and can add summation. A unit of measurement indicating the utility size is called a utility unit; therefore, the size of the utility can be in cardinal numbers (1, 2, 3,...) The theory of cardinal utility holds that the marginal utility of commodities is diminishing, and that money must obey the law of diminishing marginal utility. In this case, since the rich have more money than the poor, the marginal utility of the former is smaller than that of the latter. If one dollar is transferred from the rich to the poor, the utility of the whole society will increase. Therefore, the law of diminishing marginal utility can be the theoretical basis of income averaging. Ordinal utility theory Use the level of consumer preference to indicate the level of satisfaction. The theory is based on the following assumptions: 1, completeness, that is, the preference order for each commodity. 2, transitivity, that is, consumers preferences for different goods are ordered and consistent. If A is greater than B and B is greater than C, then A is greater than C. 3, inadequate satisfaction, that is, consumers think that the quantity of goods is always better. Indifference curve analysis method It refers to a curve, at which point the combination of the goods is different, but it means that the level of satisfaction that people derive from them is the same. 1. The constant of the indifference curve of a complete substitute is a negative constant. A complete substitute is