第3章需求和消费者行为13.ppt

Management School of Shandong University Wang Jun 第三章：需求和消费者行为Microeconomics Section 03 Demand and Consumer Behavior Introduce Each day involves endless decision about how to allocate our scarce money and time. Should we eat breakfast or sleep late? Spend our evenings reading or visit with friends? Buy a new car or fix our old one? Spend our income today or save for the future? Utility Theory People choose those goods and services the value most highly. Economists a century ago developed the notion of UTILITY to describe the way consumers choose among different consumption possibilities. Utility Theory What is utility? Utility denotes satisfaction 即商品满足人的欲望的能力，或者说，效用是消费者在消费商品时所感受到的满足程度。 If basket A has higher utility than basket B for smith, this means that Smith prefers A over B. Utility is a scientific construct that economists use to understand how rational consumers divided their limited resources among the commodities that provide them with satisfaction. Maximize their utility. Utility Theory 完全是消费者的一种主观心理感受。 满足程度高，效用大； 满足程度低，效用小。 Samuelson提出： 使幸福增加的有效方法是： （1）欲望不变而提高效用； （2）清心寡欲 Utility Theory 对效用的理解——《最好吃的东西》 免子和猫争论，世界上什么东西最好吃。免子说，“世界上萝卜最好吃。萝卜又甜又脆又解渴，我一想起萝卜就要流口水。” 猫不同意，说，“世界上最好吃的东西是老鼠。老鼠的肉非常嫩，嚼起来又酥又松，味道美极了！” 免子和猫争论不休、相持不下，跑去请猴子评理。 猴子听了，不由得大笑起来：“瞧你们这两个傻瓜蛋，连这点儿常识都不懂！世界上最好吃的东西是什么？是桃子！桃子不但美味可口，而且长得漂亮。我每天做梦都梦见吃桃子。” 免子和猫听了，全都直摇头。那么，世界上到底什么东西最好吃？ Utility Theory Image consuming the ice cream Marginal utility What is marginal? The expression “marginal” is a key term in economics and always means “additional” or “extra.” Marginal utility denotes the additional utility you get from the consumption of an additional unit of commodity. 即消费者在一定时间内增加一单位商品的消费所得到的效用量的增量。 Utility Theory The law of diminishing marginal utility This law states that the amount of extra or marginal utility declines as a person consumes more and more of a good. That is, as the amount of a good consumed increases, the marginal utility of that good tends to diminish. 边际效用递减规律：在一定时间内，在其他商品的消费数量保持不