ECON101 Lecture Notes - Lecture 7: Marginal Utility, Utility, Overconsumption

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Chapter 8 - Utility and Demand
Objective
Discuss the theory of consumer choices/behaviour
Neoclassical theory of consumer behaviour
Consumption choices
Influenced by
1. Consumption possibilities
2. Preferences
Consumer (hypothetical person)
1. Rational
2. Self-interested
A typical consumer faces many choices
His/her choices are limited by 2 factors:
1. Income
2. Prices of the goods/services
Q: Of all the combinations of goods/services that a typical consumer can afford, which
will he/she buy?
Utility Approach
1. Consumption possibilities
Budget line and budget equation
2. Preferences
Likes/dislikes
Total utility (TU)
Marginal utility (MU)
Diminishing marginal utility (DMU)
3. Consumer equilibrium
4. Prediction of marginal utility theory
5. The new economic way of thinking
6. Social overconsumption and social norms
Example
A hypothetical consumer exists, Lisa
She is able to buy two goods, movie and pop
Consumption → SatisfactionWelfare
Movies
Pop
Qm
TUm
MUm
Qp
TUp
MUp
0
0
-
0
0
1
50
50
1
75
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ECON101 Full Course Notes
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