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 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;; The neoclassicists explained market prices according to the utility or satisfaction rendered by the last, or marginal, unit consumed. Marginal utility refers to the change in satisfaction resulting from consuming a little more or a little less of a commodity. In the example shown here, the marginal utility of the first glass of water is greater than that of the third glass. As each glass of water is consumed, the marginal utility (desire for one more) diminishes.;基数效用论的难题;效用函数;边际效用与总效用的关系;基数效用论解释消费者的行为;为了获