消费者的选择行为.pptxVIP

第三章 消费者行为理论;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;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 Econom