ECO 101 Chapter Notes - Chapter 5: Behavioral Economics, Opportunity Cost

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Demand refers to the action of consumers who, so to speak, put their money where their mouths are. Consumer spends income in the way that yields the greatest amount of satisfaction, or utility. The purpose of utility analysis: analyzing how people behave, not what they think o. Total monetary utility- of a quantity of a good to a consumer (measured in money terms) is the maximum amount of money that he or she is willing to give up in exchange for it. Marginal utility- of a commodity to a consumer (measure in money terms) is the maximum amount of money that she or he is willing to pay for one more unity of that commodity o. The more of a good a consumer has, the less marginal utility an additional unit contributes to overall satisfaction, if all other things remain unchanged.

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