需求与消费者行为 第5章.pdf

需求与消费者行为 第5章 1 选择和效用理论 2 消费者行为 • The concept of individual choice is one of the most important in economics . • Economics relays on the fundamental premise (基本假定) that people tend to choose those goods and services they value most highly. 3 效用理论 • Utility denotes satisfaction. More precisely, it refers to how consumers rank different goods and services. • In the theory of demand, we say that people maximize their utility , which means that they choose the bundle of consumption goods (消费品束) that they most prefer. 4 背景知识：边际革命 • 1870s前期，英国的杰文斯、侨居瑞士的 法国人瓦尔拉和奥地利的门格尔，三人 发起“边际革命”。 William S. Jevons Léon Walras Carl Menger 1835-1882 1834-1910 1840-1921 5 边际效用价值论 • 掀起边际革命的学者用倡导并发扬“边际 效用价值论” ，用主观效用价值论与当时 的劳动价值论相对抗，以边际分析方法 取代当时的平均分析方法，因而成为现 代新古典经济学的创始人。 • Marginal utility is the additional utility derived from a one unit increase in consumption. 6 总效用和边际效用 消费数量 （总）效用 边际效用 0 0 4 1 4 3 2 7 2