ECON 2010 Chapter Notes - Chapter 19, 11-15: Alcoa, Demand Curve, Marginal Cost

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People do what they do b/c it"s in their self-interest (rationality, not greed) people prefer more than less. Two things determine what people do: utility the pleasure or satisfaction people get from doing or consuming something, price of doing or consuming that something. Changes in price provide incentives for people to change what they"re doing- thus, pleasure and price are related. Total utility and marginal utility (look at 19-1 graph in book) Total utility- total satisfaction one gets from consuming a product. Marginal utility- satisfaction from consuming one more additional unit of a product from what one has consumed up to that point. Consuming 16 oz of caviar gives you 4,700 units of utility. Consuming the first 15 oz may have given you 4,697 units of utility, consuming that last oz gave you an additional 3 units of utility. 4,700- total utility, 3- marginal utility of eating last oz. Marginal utility is the utility of changing consumption levels.

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