chapter_3ConsumerBehavior(微观经济学-华侨大学,Jeff

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宏微观经济学微观部分第二章消费者行为

第三页，共92页。
Slide 3
第一节
消费者偏好(piān hǎo)
Chapter 3: Consumer Behavior
第四页，共92页。
Slide 4
一、市场(shìchǎng)篮子
市场 (shìchǎng)
篮一子个市场(shìchǎng)篮子（market basket ）是一种商品或多种商品的组合。
左鞋
4 3
完全(wánquán)互补品
2
1
0
1
Chapter 3: Consumer Behavior
2
3
第二十三页，共92页。
4 右鞋
Slide 23
六、消费者偏好(piān hǎo)案例
[例3.1设计(shèjì)新的汽车]
汽车公司的经理通常要决定何时推出新型汽车，以及投资多少(duōshǎo)钱用于汽车的重新设计。
宏微观经济学微观部分 (bù fen)第二章消费者行
为
2021/11/7
第一页，共92页。
本章讨论(tǎolùn)的主题
消费者偏好预算约束消费者选择显示性偏好边际效用与消费者选择生活成本(chéngběn)指数
Chapter 3: Consumer Behavior
第二页，共92页。
对消费者偏好进行分析或许有助于决定何时，以及是否应该对汽车的款式进行改变
Chapter 3: Consumer Behavior
第二十四页，共92页。
Slide 24
1、偏好(piān hǎo)性能
款式(kuǎnshì)
第一种消费者偏好:
高的MRS
这些消费者愿意放弃相当程度的款式以换取性能的增加，即消费者更注重性能。

大学微观经济学经典第三章消费者行为理论ppt课件

上，都存在着价钱与需
求量之间的一一对应关
系。
O
P
根据这种对应关系，把 P1
每一个P1数值和相应的 P2
平衡点上的X1数值绘制 P3 在商品的价钱-数量坐标
图上，便可以得到单个 O
消费者的需求曲线。
(a) PC
E1 E2 E3
IC3
IC2
B1
IC1 B2
X1 X2 X3
B3 X
(b)
D
X1 X2X3
I X1 P1
X1商品价钱不变
I
P2
X2商品价钱下降
X2商品价钱上升
O
X1
五、消费者平衡
最优购买行为条件：第一，商品组合必需能带来最
大成效。第二，最优支出位于给定预算
线上。
〔1〕把钱花光，买到商品的最大数量〔2〕追求最大的满足
X2
收入既定，预算线必与无数条无差别曲线中的一条相切；
B E
Q
边沿每成添效加M一U个〔单M位a的rg商ina品l 消Ut费ilit量y〕所：M U lQ i0m TQ U (Q)dd T(Q Q U )
添加的满足程度。
例：消费量边沿成效MU 总成效TU
0
0
0
1
30
30
2
20
50
3
10
60
4
0
60
5
-10
50
二、总成效TU与边沿成效MU的关系
当MU > 0, TU↑ ; 当MU < 0, TU↓ ;
1、无差别曲线，就是表示能给消费者带来一样成效程度或满足程度的两种商品的一切组合点的轨迹。
X2商品
无差别：线上任何一点X1与X2的不同组合，给消费者所带来的成效一样。

微观经济学英语大一知识点

微观经济学英语大一知识点微观经济学是经济学的分支之一，研究个体经济单位（如家庭、企业等）的决策行为以及市场机制如何影响价格和资源分配。

在大一的学习中，了解和掌握微观经济学的基本概念和原理是非常重要的。

以下是关于微观经济学的一些英语知识点：1. Demand and Supply（需求与供给）需求与供给是微观经济学的基础概念之一。

需求是指消费者愿意购买某种商品或服务的数量。

供给是指生产者愿意提供给市场的某种商品或服务的数量。

需求和供给的交互决定了市场的价格和数量。

从经济学角度看，需求和供给是互相影响、相互制约的。

2. Elasticity（弹性）弹性是指价格变动对需求和供给的敏感程度。

需求弹性衡量消费者对价格变动的反应程度，而供给弹性衡量生产者对价格变动的反应程度。

需求弹性的计算方法是需求量的百分比变化除以价格的百分比变化。

供给弹性的计算方法是供给量的百分比变化除以价格的百分比变化。

弹性的数值越大，表示对价格变动的反应越敏感。

3. Consumer Behavior（消费者行为）消费者行为研究消费者在购买商品或服务时的决策过程和行为。

消费者行为受到多种因素的影响，包括个人偏好、收入水平、价格水平、市场环境等。

了解消费者行为对于企业制定市场营销策略至关重要，能够更好地满足消费者需求和提高市场份额。

4. Producer Behavior（生产者行为）生产者行为研究企业在生产和经营过程中的决策行为和策略选择。

生产者行为受到成本、技术水平、市场需求等因素的影响。

了解生产者行为能够帮助企业优化生产过程、制定合理的定价策略和扩大市场份额。

5. Market Structure（市场结构）市场结构研究市场中企业的数量、产品差异程度以及市场进入和退出的障碍程度。

常见的市场结构包括完全竞争市场、垄断市场、寡头垄断市场和垄断竞争市场。

不同的市场结构对于价格、利润和资源配置都有不同的影响。

了解不同市场结构的特点和影响有助于分析市场行为和预测市场走势。

范里安微观经济学(第九版)Chapter 3

-p1/p2
+1
x1
Budget Constraints
x2 Opp. cost of an extra unit of commodity 1 is p1/p2 units foregone of commodity 2. Opp. cost of an extra +1 unit of commodity 2 is -p2/p1 p2/p1 units foregone of commodity 1. x1
Chapter 3
Consumer Behavior
Consumer Behavior
1.
There are three steps involved in the study of consumer behavior Consumer Preferences
◦ To describe how and why people prefer one good to another

Budget Constraints
Commodity prices are p1, p2, … , pn. Q: When is a bundle (x1, … , xn) affordable at prices p1, … , pn? A: When p1x1 + … + pnxn m where m is the consumer‟s (disposable) income.
2.
Budget Constraints
◦ People have limited incomes
Consumer Behavior
3.
Given preferences and limited incomes, what amount and type of goods will be purchased?

《微观经济学》第三章--消费者行为理论PPT课件

需求量之间关系的曲线，也称收入需求曲线。
42
1、恩格尔曲线
（1）恩格尔曲线的推导
43
（2）恩格尔曲线的形状
44
2、恩格尔定律和恩格尔系数
（1）恩格尔定律收人水平越低的家庭，用于购买食品
的支出占其全部消费支出的比例就越大，随着人们收入水平的提高，人们用于食品的支出在全部消费支出中的比例会逐步下降。
PX
PY
4＜ 0 10 20 2＜ 6 10 20
0＜ 5 10 20 2 4 10 20 4＞ 3 10 20
0＞ 2 10 20
总效用
5 18 26 29 27 2120
五、边际效用递减规律与需求定理
消费者为购买一定量某物品所愿意付出的货币价格取决于他从这一定量物品中所获得的效用。
随着消费者购买的某物品数量的增加，该物品给消费者所带来的边际效用是递减的
25
2、边际替代率递减规律
变动情况
ΔX
ΔY
MRSXY
a—b
5
b—c
5
c—d
5
d—e
5
e—f
5
12
2.4
5
1
3
0.6
2
0.4
1
0.2
边际替代率递减的原因是，随着X商品的增加，它的边际效用在递减；随着Ｙ商品的减少，它的边际效用在递增。这样，每增加一定数量的Ｘ商品，所能代替的Y商品的数量就越来越少。
P1 Q1 P2 Q2 Pn Qn M
MU1 MU2 MUn
P1
P2
Pn
(1) (2)
10
四、消费者均衡
1、消费者均衡的条件(以消费两种商品为例）

第三章消费者行为(微观经济学)

几天过去了，四处仍旧是白茫茫一片。长工饿了就吃几口饼，地主饿了却只有看着金子发呆。地主舍不得用金子去换饼，长工也不愿白白地把饼送给地主。
又几天过去了，大水悄悄退走了。长工高兴地爬到树下，地主却静静地躺着，永远留在大树上了。
2019/12/25
7
《钻石和木碗》
一个穷人家徒四壁，只得头顶着一只旧木碗四处流浪。
2019/12/25
6
《傻子地主》
从前，某地闹起了水灾，洪水吞没了土地和房屋。人们纷纷爬上了山顶和大树，想要逃脱这场灾难。
在一棵大树上，地主和长工聚集到一起。地主紧紧地抱着一盒金子，警惕地注视着长工的一举一动，害怕长工会趁机把金子抢走。长工则提着一篮玉米面饼，呆呆地看着滔滔大水。除了这篮面饼，长工已一无所有了。
消费者偏好是消费者根据自己的意愿对可能消费的商品组合进行的排序。偏好即爱好、兴趣。
三大性质（假定）：
完全性：消费者可以比较和排列所有的给出的不同商品的组合
传递性：若A>B，B>C，则A>C 非饱和性：若两个商品的组合的区别仅在其中一种
商品的数量不相同，那么，消费者总是偏好于含有这种商品数量较多的那个商品组合。
换1瓶酒。极度饥饿的人也许愿用价值连城的珠宝首饰换一顿美餐，酒足饭饱后食物便失去了吸引力。不同人对不同商品，或同一人在不同场合对同一商品的评价存在差别。经济学家用边际替代率来度量人们对不同商品相对重要性的主观评价。
保持总效用水平不变的条件下，增加一单位某种商品消费所必须放弃的另一商品的消费数量。 MRSXY= －ΔQy/ΔQx 当ΔX 0时， MRSXY =－ Δdy/dx
宝贝，如果我送去很多可口的食物，该换回多少宝贝！”于是，富

微观经济学--消费者行为 ppt课件

Slopes of Indifference Curves Good 2
Units of Clothing
A B D
20 10 40
30 50 20
E
G H
30
10 10
40
20 40
To explain the theory of consumer behavior, we will ask whether consumers prefer one market basket to another.
Completeness 完备性

消费者可以对所有可能的消费束进行比较和排序。

对于任两个市场篮子A和B, 消费者或者偏好A，或者偏好B，
或者觉得两者无差异。

注意这里的偏好是忽略成本的。
Transitivity 传递性
if
and
then
Transitivity

Transitivity means that if a consumer prefers basket A to basket B and basket B to basket C, then the consumer also prefers A to C. 可传递性通常被认为是消费者保持一致性（consistency ）的必要条件.
●theory
of consumer behavior Description of how consumers allocate incomes among different goods and services to maximize their well-being.
Consumer behavior is best understood in three distinct steps: 1. Consumer preferences 消费者偏好 2. Budget constraints 预算约束 3. Consumer choices 消费者选择

微观经济学课件◇----第三章：消费者行为理论 (PowerPoint课件)

X , MUX
②代数形式： dMU X dU2 (X) 0; dU(X) 0
dX
dX 2
dX
③几何形式： MUX MU(X)
0 TUX
0
6
X
U(X)
6
X
二、消费者偏好与无差异曲线
1、消费者偏好的假定
（1）偏好的唯一性
（2）偏好的可传递性 A B, B C A C
PE

0
PX

SE IE
<0 >0
且SE>IE PE 0
M’
E1
U2
E3
N1
0 X1 X2 X3
(I) P1
U1 N’
N2
IX () P2
低档品的价格效应分解
Y（其他商品）
PX

S E: I E:
X1X3 X3X2
>0
<0 且SE<IE
PE

0
M
E2
M’
E1
U2

MU X MU Y
X Y
, MU X , MU Y

X
, MRS XY

（2）边际替代率递减规律
为维持效用水平不变，随着一种商品消费量的连续增加，消费者为得到每一单位该商品所愿意放弃的另一种商品的消费量会越来越少。
X , MRSXY ; X , MRSXY (Y , MRSYX ; Y , MRSYX )
(1)斜率为负
(2.5,20) U4 Y D E(4,20)
(2)离原点越远的无差异曲 15
线代表的效用水平越高

经济学中的消费者行为及其对市场的影响

经济学中的消费者行为及其对市场的影响Consumer behavior plays a crucial role in shaping the market economy. It refers to the actions and decisions consumers make when they purchase goods and services. Understanding consumer behavior is essential for businesses as well as policymakers. In this article, we will explore consumer behavior from an economic perspective and the ways in which it influences the market.Chapter 1: Consumer TheoryTo understand consumer behavior, we first need to look at consumer theory. Consumer theory is a branch of microeconomics that studies how consumers allocate their resources to satisfy their wants and needs. Three main concepts in consumer theory are utility, budget constraints, and preferences.Utility refers to the satisfaction a consumer derives from a good or service. Budget constraints mean that consumers have limited resources and must decide how to allocate them efficiently. Preferences are the subjective rankings of goods and services in terms of utility. Consumers aim to maximize their utility given their budget constraints and preferences.Chapter 2: Types of Consumer BehaviorConsumers exhibit different types of behavior when making purchase decisions. Impulse buying is when a consumer makes apurchase without careful consideration. Planned purchasing, on the other hand, is when a consumer makes a purchase after careful consideration and planning, such as buying a car or a house. Routine purchasing refers to the purchases made frequently and without much thought, such as buying groceries.Consumers also exhibit different personality traits that affect their purchasing behavior. For example, some individuals are risk-takers, while others are risk-averse. Some individuals enjoy novelty and variety, while others prefer routine. Understanding these traits can help businesses better target their marketing efforts to specific consumer groups.Chapter 3: Factors Affecting Consumer BehaviorMany factors can influence consumer behavior. One such factor is income. As income increases, consumers tend to purchase more expensive goods and services. Another factor is age. Younger consumers may be more likely to try new products, while older consumers may prefer established brands.Culture and social norms can also play a significant role in consumer behavior. For example, in some cultures, it is considered rude to haggle over prices when making a purchase. In other cultures, bargaining is expected. Social media and peer influence can also affect consumer behavior. Consumers may be more likely to purchase a product if they see their friends or influencers promoting it.Chapter 4: The Impact of Consumer Behavior on the MarketConsumer behavior has a significant impact on the market. Businesses must react to consumer preferences and adjust their offerings accordingly. If consumers are becoming more health-conscious, for example, businesses may need to offer more organic and low-fat products. If consumers are demanding eco-friendly products, businesses may need to focus on sustainability and reducing waste.Consumer behavior can also affect the price of goods and services. If demand for a product increases, prices may go up. If demand decreases, prices may go down. Businesses must carefully consider consumer demand and adjust their pricing strategies accordingly.Lastly, consumer behavior can drive innovation. Businesses must offer new and exciting products to remain competitive. Consumer demand for new and innovative products can lead to the development of new technologies and services.ConclusionConsumer behavior plays a critical role in the market economy. Understanding how consumers allocate their resources to satisfy their wants and needs can help businesses and policymakers make informed decisions. Factors such as income, age, culture, and social norms can influence consumer behavior, impacting the market in significant ways. By paying attention to consumer behavior trends, businesses can adjust their offerings, pricing strategies and drive innovation.。

消费者行为学Chapter1-3

Consumer Behavior消费者行为学Chapter 1 Introduction: Diversity in the Marketplace市场多样化1、Consumer ResearchMethodology used to study consumer behavior.2、Personal ConsumerThe individual who buys goods and services for his or her own use, for household use, for the use of a family member, or for a friend. (Also referred to as the Ultimate Consumer or End User.)3、Organizational ConsumerA business, government agency, or other institution (profit or nonprofit) that buys the goods, services, and/or equipment necessary for the organization to function.4、Development of the Marketing Concept⏹The Production conceptcheap/efficient production/intensive distribution⏹The product conceptthe highest quality/the best performance/the most features⏹The selling concept5、Market Segmentation市场细分The process of dividing a market into subsets of consumers with common needs or characteristics. targeting6、Market targeting is selecting one or more segments identified for the company to pursue.7、8、Market Mix营销组合The marketing mix consists of a company’s service and /or product offerings to consumers and the methods and tools it selects to accomplish the exchange. (the product or service ;the price; the place; promotion)9、The Marketing Concept⏹To be successful, a company must determine the needs and wants of specific targetmarkets and deliver the desired satisfactions better than the competition.10、Marketing ConceptA consumer-oriented philosophy that suggests that satisfaction of consumer needs provides the focus for product development and marketing strategy to enable the firm to meet its own organizational goals.11、The Scope of Consumer Behavior⏹How do individuals make decisions to spend their resources (time, money, effort).❑Includes: what they buy, why they buy it, when they buy it, where they buy it, how often they buy it, and how often they use it.⏹How do individuals dispose of their once-new purchases.❑Includes: do they store it, throw it or give it away, sell it, rent it, or lend it out?12、Consumer Behavior’s Interdisciplinary Roots⏹Consumer Behavior borrows from psychology, sociology, social psychology,anthropology.⏹All factors combine to form a comprehensive model that reflects both the cognitive andemotional aspects of consumer decision making.13、A Simplified Model of Consumer Decision Making⏹The decision-making process can be viewed as three interlocking stages:❑The input stage:⏹marketing efforts⏹sociological influences❑The process stage:⏹psychological factors❑The output stage:⏹purchase behavior⏹postpurchase evaluation14、Ethics in Marketing⏹Unethical practices occur at every level of the marketing mix:❑in the design of the products, in packaging, in pricing, in advertising, and in distribution⏹There are two different types of theories:❑teleological theories and deontological theories15、Teleology目的论An ethical philosophy which considers the moral worth of a behavior as determined by its consequences.16、Utilitarianism功利主义A teleological theory summarized best by the idea of “the greatest good for the greatest number.”17、Deontology道义论An ethical philosophy that places greater weight on personal and social values than on economic values.18、Golden ruleDo not do unto others what you would not have others do unto you (or you loved ones).19、The Societal Marketing Concept⏹All companies prosper when society prospers.⏹Companies as well as individuals, would be better off it social responsibility was anintegral component of every marketing decision.⏹Requires all marketers adhere to principles of social responsibility in marketing oftheir goods and services.20、Societal Marketing ConceptA revision of the traditional marketing concept that suggests that marketers adhere to principles of social responsibility in the marketing of their goods and services; that is, they must endeavor tosatisfy the needs and wants of their target markets in ways that preserve and enhance the well-being of consumers and society as a whole.Chapter 2 Consumer Research 消费者研究1、Consumer Research Paradigms（1）Quantitative Research（定量研究）（2）Qualitative Research（定性研究）2、Quantitative Research（定量研究）⏹Descriptive in nature.⏹Enables marketers to “predict”consumer behavior.⏹Research methods include experiments, survey techniques, and observation.⏹Findings are descriptive, empirical and generalizable.3、Positivism（实证主义）A consumer behavior research approach that regards the consumer behavior discipline as an applied marketing science. Its main focus is on consumer decision making.This perspective has significantly influenced Western art and science since the late 16th century. It emphasizes that human reason is supreme and that there is a single, objective truth that can be discovered by science. Positivism encourages us to stress the function of objects, to celebrate technology, and to regard the world as a rational, ordered place with a clearly defined past, present, and future.4、Qualitative Research（定性研究）⏹Consists of depth interviews, focus groups, metaphor analysis, collage research, andprojective techniques.⏹Administered by highly trained interviewer-analysts.⏹Findings tend to be subjective.⏹Findings not usually generalizable⏹Small sample sizes.5、Interpretivism（阐释主义）A postmodernist approach to the study of consumer behavior that focuses on the act of consuming rather than on the act of buying.Interpretivists stress the importance of symbolic, subjective experience and the idea that meaning is in the mind of the person.6、Interpretivism⏹Concerned with act of consumption rather than in the act of buying.⏹Uses qualitative research.⏹Use depth interviews.⏹Often used to help make business decisions.7、Depth Interviews（深度访谈）A length y and relatively unstructured interview designed to uncover a consumer’s underlying attitudes and/or motivations.8、Ethnography（人种志）⏹The in-depth study of a specific group’s behaviors, social rules, and beliefs is calledethnography.⏹The researchers participate in the society under study in an effort to absorb the meaningof various cultural practices.9、Semiotics（符号学）⏹Some analytical methods have been adapted from such fields as literature and linguistic tobetter understand what marketing messages mean.⏹Semiotics focuses on the meanings in text and pictures and how different elements of amessage symbolize deeper meanings.10、Combining Qualitative and Quantitative Research Findings（1）The Consumer Research Process⏹The six major steps in the consumer research process are:❑defining the objectives of the research❑collecting and evaluating secondary data❑designing a primary research study❑collecting primary data❑analyzing the data❑preparing a report on the findings（2）Developing Research Objectives⏹Defining purposes and objectives.⏹To define the type and level of information needed.11、Secondary Data（二手资料）Data that has been collected for reasons other than the specific research project at hand.12、Primary Research（初步方案）Original research undertaken by individual researchers or organizations to meet specific objectives. Collected information is called Primary Data.13、Designing Primary Research⏹Quantitative studies more likely for collecting descriptive information.⏹Qualitative studies may be used to get new ideas.14、Quantitative Research Designs（1）Method（2）Sample Design（3）Data Collection Instrument15、Data Collection Methods（1）Observation（2）Experimentation（3）Surveys16、Observational Research（观察研究）⏹Helps marketers gain an in-depth understanding of the relationship between people andproducts by watching them buying and using products.⏹Helps researchers gain a better understanding of what the product symbolizes.⏹Widely used by interpretivist researchers.(Ethnography research /videotape)17、Experimentation（实验法）⏹Can be used to test the relative sales appeal of many types of variables.⏹Only one variable is manipulated at a time, keeping other elements constant.⏹Can be conducted in laboratories or in the field.IBM laptops (eye cameras)18、Surveys（测量技术）（1）Personal Interview（2）Mail（3）Telephone（4）Online19、Data Collection Instruments（1）Questionnaires（2）Personal Inventories（3）Attitude Scales20、Questionnaires（调查问卷）⏹Used primarily for quantitative research.⏹Can be sent in the mail, or administered by interviewers in person or by telephone.⏹Can be disguised or undisguised as to its true purpose.⏹Questions can be open-ended or closed-ended.21、Personal Inventories（个人目录）⏹Presents a series of statements to which respondents indicate their degree of agreement ordisagreement.⏹An inventory presents a list of statements, while a questionnaire asks a series ofquestions.22、Attitude Scales（态度量表）⏹The three most frequently used scales are:❑Likert scales: easy for researchers to prepare and interpret, and simple for consumers to answer.❑Semantic differential scales: relatively easy to construct and administer.❑Rank-order scales: subjects rank items in order of preference in terms of some criteria.23、Qualitative Data Collection Methods（1）Depth Interviews（2）Focus Groups（3）Projective Techniques（4）Metaphor Analysis24、Depth Interviews（深度访谈）⏹A lengthy non structured interview between a respondent and a highly trained interviewer.⏹Interviewer minimizes his or her own participation after establishing the general subjectmatter.⏹Can provide marketers with valuable ideas about product design and provide insights forpositioning or repositioning the product.25、消费者访谈中应注意的5W1H（1）访问目的——why（2）访问对象——who（3）访问时间——when（4）访问地点——where（5）访问内容——what（6）访问技巧——how26、Focus Group （中心小组）A qualitative research method in which about eight to ten persons participate in an unstructured group interview about a product or service concept.⏹ Consists of 8 to 10 respondents who meet with a moderator-analyst for a focused groupdiscussion.⏹ Respondents encouraged to discuss their interests, attitudes, reactions, motives, lifestyles,feelings about the product or product category, usage experience, etc.⏹ Respondents recruited on the basis of consumer profiles, based on specifications definedby marketing management.27、Projective Techniques （投射技术）Research procedures designed to identify consumers’ subconscious feelings and motivations. These tests often require consumers to interpret ambiguous stimuli such as incomplete sentences, cartoons, or inkblots.⏹ Consist of a variety of disguised “tests ” that contain ambiguous stimuli.⏹ Sometimes administered as part of a focus group, but usually used with depth interviews. ⏹ The theory is that respondents ’ inner feelings influence how they perceive stimuli.28、Metaphor Analysis （隐喻分析）⏹ Based on belief that metaphors are the most basic method of thought and communication. ⏹ Consumer values also play an important role in understanding consumer behavior.29、Sampling Plan Decisions（1）Whom to survey?（2）How many?（3）How to select them?30、Sampling⏹ Probability sample （概率样本）(simple random sample, systematic random sample, stratified random sample, cluster/area sample)⏹ Nonprobability sample （非概率样本）(convenience sample, judgment sample, quota sample)消费者动机1、2、The change of concept3、Marketers do not create needs ⏹ They try to fulfill the needs of consumers,or make consumers more keenly aware ofunfelt needs.eg: Capsule for Waste discharging and youth keeping4、Motivation （动机）The driving force within individuals that impels them to action.5、6、Types of Needs⏹Innate Needs❑Physiological (or biogenic) needs that are considered primary needs or motives⏹Acquired needs❑Generally psychological (or psychogenic) needs that are considered secondary needs or motives7、Innate Needs（先天需要）Physiological needs for food, water, air, clothing, shelter, and sex. Also known as biogenic or primary needs.8、Acquired Needs（习得需要）Needs that are learned in response to one’s culture or environment (such as the need for esteem, prestige, affection, or power). Also known as psychogenic or secondary needs.9、Goals⏹Generic Goals ( category )❑the general categories of goals that consumers see as a way to fulfill their needs❑ e.g., “I want to buy a vehicle”⏹Product-Specific Goals ( brand )❑the specifically branded products or services that consumers select as their goals❑ e.g., “I want to buy a BMW”10、The Selection of Goals⏹The goals selected by an individual depend on their:❑Personal experiences❑Physical capacity❑Prevailing cultural norms and values❑Goal’s accessibility in the physical and social environment11、Substitute Goal（替代目标）A goal that replaces an individual’s primary goal when the goal cannot be achieved or acquired.12、A consumer’s behavior often fulfills more than one need.⏹Needs and goals vary among individuals13、Rational V ersus Emotional Motives⏹Rationality implies that consumers select goals based on totally objective criteria such assize, weight, price, or miles per gallonEmotional motives imply the selection of goals according to personal or subjective criteria14、The Dynamic Nature of Motivation⏹Needs are never fully satisfied⏹New needs emerge as old needs are satisfied⏹People who achieve their goals set new and higher goals for themselves15、Arousal of Motives⏹Physiological arousal⏹Emotional arousal⏹Cognitive arousal⏹Environmental arousal16、Philosophies Concerned With Arousal of Motives⏹Behaviorist School❑Behavior is response to stimulus❑Elements of conscious thoughts are to be ignored❑Consumer does not act, but react⏹Cognitive School❑Behavior is directed at goal achievement❑Need to consider needs, attitudes, beliefs, etc. in understanding consumer behavior17、Types and Systems of Needs⏹Hierarchy of Needs❑Physiological needs❑Safety needs❑Social needs❑Egoistic needs❑Need for self-actualization⏹A Trio of Needs❑Need for Power❑Need for Affiliation❑Need for Achievement18、Maslow’s Hierarchy of Needs（1）Physiological Needs(Food, water, air, shelter, sex)（2）Safety and Security Needs(Protection, order, stability)（3）Social Needs(affection, friendship, belonging)（4）Ego Needs(Prestige, status, self esteem)（5）Self-Actualization(Self-fulfillment)19、An Evaluation of the Need Hierarchy⏹Appears to reflect the assumed motivations of people in our society⏹Sufficiently generic to encompass most needs⏹No way to test and measure the hierarchy⏹Seems culture- and time-bound20、A Trio of Needs⏹Power❑individual’s desire to control environment⏹Affiliation❑need for friendship, acceptance, and belonging⏹Achievement❑need for personal accomplishment❑closely related to egoistic and self-actualization needs21、Motivational ResearchQualitative research designed to uncover consumers’ subconscious or hidden motivations. The basic premise of motivational research is that consumers are not always aware of, or may not wish to renewal, the basic reasons underlying their actions.22、Evaluating Motivational Research⏹Based on Freud’s psychoanalytic theory⏹Questionable reliability and validity⏹Too many exotic (usually sexual) reasons for common purchases。

一讲消费者行为ConsumerBehavior

预算 p1x线 1p2x2m的斜率 p p2 1 为
两种商品已足够
在实际分析中，可将除了我们所关注的商品之外的其他商品都视为商品2，或者简单地将购买其他商品的货币看作商品2
5
预算线的变动
价格和收入变化的影响：四种情况
价格不变，收入变化收入不变，只有一种商品价格变化收入不变，两种商品价格都变化价格和收入都变化
26
效用函数
效用函数（utility function）
若对于x1 所 ,x2 有 X,x的 1x2 u(x1)u(x2)成立则u 称 :XR为代表偏的好一关个系效用
一个效用函数的单调变换仍然是代表同样偏好关系的效用函数
效用函数只是用来描述偏好的一种方式或工具只有当偏好是理性的时，它才能用一个效用函数来表示
好，称x1弱偏好于x2 严格偏好（strict preference）如果消费者认为x1比x2好，称x1严格偏好于x2 无差异（indifference）如果消费者认为x1与x2没有区别，称x1与x2无差异
弱偏 x1 好 x2 ；：严格 x1x 偏 2 ；好无 x1： ~ 差 x2 异
9
关于偏好的假定
假定1：完备性（completeness）任何消费束都是可比较的
对于 x1,x2 X，消费者能够且出只以能下作三种判断之x1一 x2：，x2x1，或 x1 ~x2
假定2：传递性（transitivity）
对于 x1,x2,x3X, x1x2，且 x2x3x1x3
边际替代率的性质
根据偏好的单调性，边际替代率为负数，但是为了方便，我们常用其绝对值表示边际替代率
根据偏好的凸性，边际替代率非递增；根据偏好的严格凸性，边际替代率递减

Monopsony(微观经济学-华侨大学,JeffCaldwell)

This can be seen graphically:
orMC MR
Chapter 1
Slide 12
Maximizing Profit When Marginal Revenue Equals Marginal Cost
The Monopolist’s Output Decision
At output levels below MR = MC the decrease in revenue is greater than the decrease in cost (MR > MC).
Chapter 1
Slide 6
Monopoly
The monopolist is the supply-side of the market and has complete control over the amount offered for sale.
Profits will be maximized at the level of output where marginal revenue equals marginal cost.
Chapter 1
Slide 11
Monopoly
ቤተ መጻሕፍቲ ባይዱ
Monopolist’s Output Decision
1) Profits maximized at the output level where MR = MC
2) Cost functions are the same
(Q)R(Q)C(Q) /QR/QC/Q0M CMR
Chapter 1
Slide 10
Monopoly
Observations 1) To increase sales the price must fall 2) MR < P 3) Compared to perfect competition

chapter_3ConsumerBehavior(微观经济学-华侨大学,Jeff

E
D
Food
30
40 (units per week)
15
Consumer Preferences
Clothing (units per week)
1) We will study consumer preferences.
To describe how and why people prefer one good to another.
Chapter 1
8
Consumer Behavior
There are three steps involved in the study of consumer behavior.
2) Then we will turn to budget constraints.
People have limited incomes.
Chapter 1
9
Conபைடு நூலகம்umer Behavior
There are three steps involved in the study of consumer behavior.
Chapter 1
6
Consumer Behavior
These two problems require an understanding of the economic theory of consumer behavior.
Chapter 1
7
Consumer Behavior
There are three steps involved in the study of consumer behavior.
Apple-Cinnamon Cheerios The Food Stamp Program.

消费者行为学_CONSUMER_BEHAVIOR(PPT37页)

All possible options
Options that readily come to mind
Options that will be considered by the consumer
Note: Retrieved and evoked sets will vary among different consumers
POSTPURCHASE EVALUATION/ BEHAVIORS
CONSUMER BEHAVIOR
INFORMATION SEARCH
PURCHASE
Theory Complications
8 Lars Perner, Instructor
Approaches to Search for Problem Solutions
BUAD 307
UNIVERSAL SET RETRIEVED SET
EVOKED SET
CONSUMER BEHAVIOR
10 Lars Perner, Instructor
REMINDER
• For low involvement products, efforts aimed at affecting internal search tend to be more effective—the consumer is usually not willing to expend energy on external search.
3. Using a razor with five blades will reduce the likelihood of cutting yourself and will result in less skin irritation.

微观经济学教材Ch03

PART IIPRODUCERS, CONSUMERS, AND COMPETITIVE MARKETS CHAPTER 3 CONSUMER BEHAVIOR1. What are the four basic assumptions about individual preferences? Explain the significance or meaning of each.(1) Preferences are complete: this means that the consumer is able to compare andrank all possible baskets; (2) Preferences are transitive: this means that preferencesare consistent, in that if bundle A is preferred to bundle B and bundle B is preferredto bundle C, then we should be able to conclude that bundle A is preferred to bundleC; (3) More is preferred to less: this means that all goods are desirable, and that theconsumer will always prefer to have more of a good; (4) Diminishing marginal rateof substitution: this means that indifference curves are convex, and that the slope ofthe indifference curve increases (becomes less negative) as we move down along thecurve. As a consumer moves down along her indifference curve she is willing to giveup fewer units of the good on the vertical axis in exchange for one more unit of thegood on the horizontal axis. This assumption also means that balanced marketbaskets are preferred to baskets that have a lot of one good and very little of the5. What happens to the marginal rate of substitution as you move along a convex indifference curve? A linear indifference curve?The MRS measures how much of a good you are willing to give up in exchange for onemore unit of the other good, keeping utility constant. The MRS diminishes along aconvex indifference curve in that as you move down along the indifference curve, youare willing to give up less and less of the one good in exchange for the other. TheMRS is also the slope of the indifference curve, which increases (becomes lessnegative) as you move down along the indifference curve. The MRS is constantalong a linear indifference curve, since in this case the slope does not change. Theconsumer is always willing to trade the same number of units of one good inexchange for the other.7. Describe the indifference curves associated with two goods that are perfect substitutes. What if they are perfect complements?Two goods are perfect substitutes if the MRS of one for another is a constant number.Given the MRS is a constant number, the slope of the indifference curves will beconstant, and the indifference curves are therefore linear. If two goods are perfectcomplements, the indifference curves are L-shaped. In this case the consumerwants to consume the two goods in a fixed proportion, say one unit of good 1 for every1 unit of good 2. If she has more of one good but not more of the other then she doesnot get any extra satisfaction.11. Based on his preferences, Bill is willing to trade 4 movie tickets for 1 ticket to a basketball game. If movie tickets cost $8 each and a ticket to the basketball game costs $40, should Bill make the trade? Why or why not?No Bill should not make the trade. If he gives up the 4 movie tickets then he willsave $8 per ticket for a total of $32. However, this is not enough for a basketballticket. He would in fact have to give up 5 movie tickets if he wanted to buy anotherbasketball ticket. Notice also, that the marginal utility per dollar is higher for movietickets so Bill will be better off if he consumes more movie tickets and fewerbasketball tickets. To figure this out recall that what Bill is willing to do defines hisMRS. His MRS is 4 so this means that the marginal utility of a basketball game is 4and the marginal utility of a movie is 1:MRS=-4=-MUballMUmovi e=-41.Now the marginal utility per dollar can be computed:MUball Pball =440=110MUmovi e Pmovi e =1 8.13. The price of computers has fallen substantially over the past two decades. Use this drop in price to explain why the Consumer Price Index is likely to overstate substantially the cost-of-living index for individuals who use computers intensively.The consumer price index measures the cost of a typical basket of goods purchased bythe consumer in the current year relative to the cost of the basket in the base year.Each good in the basket is assigned a weight, which reflects the importance of the goodto the consumer, and the weights are kept fixed from year to year. The problem withfixing the weights is that consumers will shift their purchases from year to year to givemore weight to goods whose prices have fallen, and less weight to goods whose priceshave risen. The CPI will therefore give too much weight to goods whose prices haverisen, and too little weight to goods whose prices have fallen. For the individual whouses computers intensively, the fixed weight for computers in the basket willunderstate the importance of this good, and will hence understate the effect of the fallin the price of computers. The CPI will overstate the rise in the cost of living for thistype of individual.2. Draw indifference curves that represent the following individuals’ preferences for hamb urgers and soft drinks. Indicate the direction in which the individuals’ satisfaction (or utility) is increasing.a.Joe has convex preferences and dislikes both hamburgers and soft drinks.Since Joe dislikes both goods, his set of indifference curves will be bowed inwardstowards the origin instead of outwards, as in the normal case where more is preferredto less. Given he dislikes both goods, his satisfaction is increasing in the direction ofthe origin. Convexity of preferences implies his indifference curves will have thenormal shape in that they are bowed towards the direction of increasing satisfaction.Convexity also implies that given any two bundles between which the consumer isindifferent, the “average” of the two bundles will be in the prefe rred set, or will leavehim at least as well off.soft drinkb.Jane loves hamburgers and dislikes soft drinks. If she is served a soft drink, shewill pour it down the drain rather than drink it.Since Jane can freely dispose of the soft drink if it is given to her, she considers it tobe a neutral good. This means she does not care about soft drinks one way or theother. With hamburgers on the vertical axis, her indifference curves are horizontallines.soft drinkc.Bob loves hamburgers and dislikes soft drinks. If he is served a soft drink, he willdrink it to be polite.Since Bob will drink the soft drink in order to be polite, it can be thought of as a “bad”.When served another soft drink, he will require more hamburgers at the same timein order to keep his satisfaction constant. More soft drinks without morehamburgers will worsen his utility. More hamburgers and fewer soft drinks willincrease his utility.soft drinkd.Molly loves hamburgers and soft drinks, but insists on consuming exactly one softdrink for every two hamburgers that she eats.Molly wants to consume the two goods in a fixed proportion so her indifference curvesare L-shaped. For any given amount of one good, she gets no extra satisfaction fromhaving more of the other good. She will only increase her satisfaction if she hasmore of both goods.soft drinke.Bill likes hamburgers, but neither likes nor dislikes soft drinks.Like Jane, Bill considers soft drinks to be a neutral good. Since he does not careabout soft drinks one way or the other we can assume that no matter how many hehas, his utility will be the same. His level of satisfaction depends entirely on howsoft drinkf.Mary always gets twice as much satisfaction from an extra hamburger as she doesfrom an extra soft drink.How much extra satisfaction Mary gains from an extra hamburger or soft drink tellsus something about the marginal utilities of the two goods, or about her MRS. If shealways receives twice the satisfaction from an extra hamburger then her marginalutility from consuming an extra hamburger is twice her marginal utility fromconsuming an extra soft drink. Her MRS, with hamburgers on the vertical axis, is1/2.soft drink3. If Jane is currently willing to trade 4 movie tickets for 1 basketball ticket then she must like basketball better than movies. True or false? Explain.This statement is not necessarily true. If she is always willing to trade 4 movietickets for 1 basketball ticket then yes she likes basketball better because she willalways gain the same satisfaction from 4 movie tickets as she does from 1 basketballticket. However, it could be that she has convex preferences (diminishing marginalrate of substitution) and is at a bundle where she has a lot of movie tickets relative tobasketball tickets. This would make her willing to give up more movie tickets to getanother basketball ticket. It would not mean though that she liked basketball better.Her willingness to give up a good would in this case depend on the quantity of eachgood in her current basket.4. Janelle and Brian each plan to spend $20,000 on the styling and gas mileage features of a new car. They can each choose all styling, all gas mileage, or some combination of the two. Janelle does not care at all about styling and wants the best gas mileage possible. Brian likes both equally and wants to spend an equal amount on the two features. Using indifference curves and budget lines, illustrate the choice that each person will make.Assume styling is on the vertical axis and gas mileage is on the horizontal axis.Janelle has indifference curves that are vertical. If the styling is there she will takeit, but she otherwise does not care about it. As her indifference curves move over tothe right, she gains more gas mileage and more satisfaction. She will spend all$20,000 on gas mileage. Brian has indifference curves that are L-shaped. He willnot spend more on one feature than on the other feature. He will spend $10,000 onstyling and $10,000 on gas mileage.5. Suppose that Bridget and Erin spend their income on two goods, food (F) and clothing(C). Bridget’s preferences are represented by the utility function U(F,C)=10FC, while Erin’s preferences are represented by the utility function U(F,C)=.20F2C2.a.On a graph, with food on the horizontal axis and clothing on the vertical axis,identify the set of points that give Bridget the same level of utility as the bundle (10,5). Do the same for Erin on a separate graph.Bridget receives a utility of 10*10*5=500 from this bundle. The indifference curve isrepresented by the equation 10FC=500 or FC=50. Some bundles on this indifferencecurve are (5,10), (10,5), (25,2), and (2,25). Erin receives a utilityof .2*10*10*5*5=500 from the bundle (10,5). Her indifference curve is representedby the equation 500=.2F2C2, or 50=FC. This is the same indifference curve asBridget. Both indifference curves have the normal, convex shape.b. On the same two graphs, identify the set of bundles that give Bridget and Erin thesame level of utility as the bundle (15,8).For each person, plug in F=15 and C=8 into their respective utility functions. ForBridget, this gives her a utility of 1200, so her indifference curve is given by theequation 10FC=1200, or FC=120. Some bundles on this indifference curve are(12,10), (10,12), (3,40), and (40,3). For Erin, this bundle gives her a utility of 2880,so her indifference curve is given by the equation 2880=.2F 2C 2, or FC=120.This is the same indifference curve as Bridget.c.Do you think Bridget and Erin have the same preferences or different preferences? Explain.They have the same preferences because for any given bundle they have the samelevel of utility. This means that they will rank all bundles in the same order. Notehowever, that it is not necessary that they receive the same level of utility to have thesame set of preferences. All that is necessary is that they rank the bundles in thesame order.7. The price of DVDs (D) is $20 and the price of CDs (C) is $10. Philip has a budget of $100 to spend on the two goods. Suppose that he has already bought one DVD and one CD. In addition there are 3 more DVDs and 5 more CDs that he would really like to buy. a. Given the above prices and income, draw his budget line on a graph with CDs onthe horizontal axis.His budget line is P D D +P C C =I , or 20D+10C=100. If he spends his entire incomeon DVD’s he could afford to buy 5. If he spends his entire income on CD’s he co uldafford to buy 10.b. Considering what he has already purchased, and what he still wants to purchase,identify the three different bundles of CDs and DVDs that he could choose.Assume that he cannot purchase fractional units for this part of the question.Given he has already purchased one of each, for a total of $30, he has $70 left. Sincehe wants 3 more DVD’s he can buy these for $60 and spend his remaining $10 on 1CD. This is the first bundle below. He could also choose to buy only 2 DVD’s for$40 and spend the remaining $30 on 3 CD’s. He can choose the following bundles:Purchased Quantities Total QuantitiesD C D C3 1 2 62 3 3 41 5 4 211. Consumers in Georgia pay twice as much for avocados as they do for peaches. However, avocados and peaches are equally priced in California. If consumers in both states maximize utility, will the marginal rate of substitution of peaches for avocados be the same for consumers in both states? If not, which will be higher?The marginal rate of substitution of peaches for avocados is the amount of avocadosthat a person is willing to give up to obtain one additional peach. When consumersmaximize utility, they set their marginal rate of substitution equal to the price ratio, which in this case is P p each P a voca do . In Georgia, P a voca do =2P p each , which means that when consumers are maximizing utility, MRS =P p each P a voca do =12. In California, P a voca do =P p each , which means that when consumers are maximizing utility,MRS=Pp eachPa voca do=11.The marginal rate of substitution is therefore not the same inboth states, and will be higher in California.12. Ben allocates his lunch budget between two goods, pizza and burritos.a.Illustrate Ben’s optimal bundle on a graph with pizza on the ho rizontal axis.This is the standard graph, where Ben’s budget line is linear and he consumes at thepoint where his indifference curve is tangent to his budget line. This places him onthe highest possible indifference curve.b.Suppose now that pizza is taxed, causing the price to increase by 20%. IllustrateBen’s new optimal bundle.When the price of pizza increases, the budget line will pivot inwards. This willshrink the size of Ben’s budget set and he will no longer be able to afford his oldbundle. His new optimal bundle is where the indifference curve is tangent to hisnew budget line and this indifference curve is below his original indifference curve.c.Suppose instead that pizza is rationed at a quantity less than Ben’s desiredquantity. Illustr ate Ben’s new optimal bundle.Rationing the quantity of pizza that can be purchased will result in Ben not beingable to choose his optimal bundle. He will have to choose a bundle on the budgetline that is above his original bundle. This new bundle will have a lower level ofutility.13. Brenda wants to buy a new car and has a budget of $25,000. She has just found a magazine that assigns each car an index for styling and an index for gas mileage. Each index runs from 1-10, with 10 representing either the most styling or the best gas mileage. While looking at the list of cars, Brenda observes that on average, as the style index rises by one unit, the price of the car increases by $5,000. She also observes that as the gas mileage index ri17. The utility that Meredith receives by consuming food F and clothing C is given by u(F,C) = FC. Suppose that Meredith’s income in 1990 is $1,200 and the prices of food and clothing are $1 per unit for each. However, by 1995 the price of food has increased to $2 and the price of clothing to $3. Let 100 represent the cost of living index for 1990. Calculate the ideal and the Laspeyres cost-of-living index for Meredith for 1995. (Hint: Meredith will spend equal amounts on food and clothing with these preferences.)First, we need to calculate F and C, which make up the bundle of food and clothing which maximizes Meredith’s utility given 1990 prices and her income in 1990. Use the hint to simplify the problem: Since she spends equal amounts on both goods, P F F = P C C. Or, you can derive this same equation mathematically: With this utility function, MU C = ∆U/∆C = F, and MU F = ∆U/∆F = C. To maximize utility, Meredith chooses a consumption bundle such that MU F /MU C = P F /P C , which again yields P F F = P C C.From the budget constraint, we also know that:P F F +P C C = Y.Combining these two equations and substituting the values for the 1990 prices and income yields the system of equations:C = F and C + F = 1,200.Solving these two equations, we find that:C = 600 and F = 600.Laspeyres IndexThe Laspeyres index represents how much more Meredith would have to spend in 1995 versus 1990 if she consumed the same amounts of food and clothing in 1995 as she did in 1990. That is, the Laspeyres index for 1995 (L) is given by:L = 100 (Y ')/Ywhere Y’ represents the amount Meredith would spend at 1995 prices consuming the same amount of food and clothing as in 1990. In 1995, 600 clothing and 600 food would cost ($3)(600)+($2)(600)=$3000.Therefore, the Laspeyres cost-of-living index is:L = 100($3000/$1200) = 250.Ideal IndexThe ideal index represents how much Meredith would have to spend on food and clothing in 1995 to get the same amount of utility as she had in 1990. That is, the ideal index for 1995 (I) is given by:I = 100(Y'')/Y, where Y'' = P'F F' + P'C C' = 2F' + 3C'where F' and C' are the amount of food and clothing that give Meredith the same utility as she had in 1990. F' and C' must also be such that Meredith spends the least amount of money at 1995 prices to attain the 1990 utility level.The bundle (F',C') will be on the same indifference curve as (F,C) so F'C'=FC=360,000 in utility. If Meredith’s income is adjusted in 1995 so that the bundle (F',C') is maximizing her utility given her income, then the indifference curve at this point will be tangent to the budget line with slope -(P'F /P'C ), where P'F and P'C are the prices of food and clothing in 1995. Using MU F '/MU C ' = P F '/P C ' we know that 2F' = 3C'.We now have two equations: F'C'=360,000 and 2F' = 3C'.Solving for F' yields: F'[(2/3)F'] = 360,000 or F' =[(/),)]32360000 = 734.8.From this, we obtain C':C' = (2/3)F' = (2/3)734.8 = 489.9.In 1995, the bundle of 734.8 food and 489.9 clothing would cost $2939.60 and Meredith would still get 360,000 in utility.We can now calculate the ideal index:I = 100($2939.60/$1200) = 244.9.。

第三章消费者行为理论《微观经济学》PPT课件

Presented By Harry Mills / PRESENTATIONPRO
第二节基数效用论
消费者剩余（consumer surplus）:消费者购买一定数量的商品所愿意支付的金额与实际支付的金额之差。
Presented By Harry Mills / PRESENTATIONPRO
保险（insurance）的案例
Presented By Harry Mills / PRESENTATIONPRO
序数效用（ordinal utility）：
效用作为一种心理现象无法计量，也不能加总求和，只能表示出满足程度的高低与顺序，效用只能用序数（第一，第二，
第三，……）来表示。序数效用论采用的是无差异曲线分析法。
Presented By Harry Mills / PRESENTATIONPRO
第二节基数效用论
第五节不确定性下的消费者行为
不确定性（uncertainty）是可能有不止一个事件出现但我们不知道出现哪一件事的状态。风险（risk）是指会出现不止一种结果而且每种可能结果的概率都是可以估算的状态
Presented By Harry Mills / PRESENTATIONPRO
消费者对风险的态度
第四节需求量增量的分解
在价格变动产生的两方面影响中，仅由相对价格的改变而产生的需求量增量为价格变动的替代效应（substitution effect）仅由实际收入的改变而产生的需求量增量为价格变动的收入效应（income effect）
Presented By Harry Mills / PRESENTATIONPRO
第三节序数效用论
消费者均衡条件
Presented By Harry Mills / PRESENTATIONPRO

中级微观经济学第三章

Chapter 3: Consumer Behavior
(a)图中，鲍勃将橙汁和苹果汁视作完全替代品。对他来说，再喝一杯
橙汁或喝一瓶瓶果汁之间，是毫无差异的。
(b)中，简将左鞋和右鞋看成完全互补品。多一只左鞋并没有给她带来更多的满足，除非她还获得了相匹配的右鞋。
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall • Microeconomics • Pindyck/Rubinfeld, 7e.
完全替代品与完全互补品
●
完全替代品当一种商品对另一种商品的边际替代率
是常数时，两种商品即为完全替代品。
●
完全互补品当两种商品的边际曲线是直角形状，他
们的MRS为0或1，此时两商品为完全互补商品。
厌恶品 ●
厌恶品产品少一点比多一点好的商品
Chapter 3: Consumer Behavior
16 of 37
3.2 预算约束
预算线
图 3.10
一条预算线
预算线描述了消费者在既定的收入和商品价格的条件下所能购买的商品组合。AG线（经过点B、D和E）表示的是与80美元的收入、食物价格PF = 1美元/单位, 和衣服价格 PC = 2美元/单位相对应的预算。
Chapter 3: Consumer Behavior
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall • Microeconomics • Pindyck/Rubinfeld, 7e.
5 ofyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall • Microeconomics • Pindyck/Rubinfeld, 7e.

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