MGEB02H3 Lecture 3: Customer Behaviour (pt III)

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Mgeb02 lecture 3: consumer behaviour (part iii) Consumer theory model of consumer theory we study is called utility maximization, consumers choose bundles w/the highest utility they can afford. Underlying assumption individual purchase decisions do not affect price in the market: preferences (satisfying 5 axioms) Complete, transitive, strict monotonicity, continuous + strict convexity: u. mac framework allows us to derive individual demand curves + study what happens when prices/income changes: Use revealed preference, we can determine if an individual = better off given changes in her affordable bundles. Income consumption curve traces out the consumption of both goods given income changes. Engel curve shows the relationship b/w income + quantity demanded of one good. Price consumption curve - traces out the quantity demand of both goods given a change in one good. When a price changes, it has 2 effects: When negative income effect outweighs the substitution effect, we have a giffen good.

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