需求和消费者行为1

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1、需求与消费者行为第5章1选择和效用理论2消费者行为Theconceptofindividualchoiceisoneofthemostimportantineconomics.Economicsrelaysonthefundamentalpremise(基本假定)thatpeopletendtochoosethosegoodsandservicestheyvaluemosthighly.3效用理论Utilitydenotessatisfaction.Moreprecisely,itreferstohowconsumersrankdifferentgoodsandservices.Intheth

2、eoryofdemand,wesaythatpeoplemaximizetheirutility,whichmeansthattheychoosethebundleofconsumptiongoods(消费品束)thattheymostprefer.4背景知识：边际革命1870s前期，英国的杰文斯、侨居瑞士的法国人瓦尔拉和奥地利的门格尔，三人发起“边际革命”。LéonWalras1834-1910CarlMenger1840-1921WilliamS.Jevons1835-18825边际效用价值论掀起边际革命的学者用倡导并发扬“边际效用价值论”，用主观效用价值论与当时的劳动价值论相对抗，以边际

3、分析方法取代当时的平均分析方法，因而成为现代新古典经济学的创始人。Marginalutilityistheadditionalutilityderivedfromaoneunitincreaseinconsumption.6总效用和边际效用消费数量（总）效用边际效用00142739410510432107总效用和边际效用的关系TotalutilityQuantityOUQ8边际效用递减定律MarginalutilityQuantityOMUQ9效用理论的历史DanielBernoulli(伯努利),amemberofabrilliantSwissfamilyofmathematicians,o

4、bservedin1738thatpeopleactasifthedollartheystandtogaininafairbet(赌)isworthlesstothemthanthedollartheystandtolose.Thismeansthatsuccessive(连续的)newdollarsofwealthbringthemsmallerandsmallerincrements(增量)oftrueutility.10Utilitarianism(功利主义）JeremyBentham(边沁)proposedthatsocietyshouldbeorganizedonthe“princi

5、pleofutility”whichhedefinedasthe“propertyinanyobject…toproducepleasure,goodorhappinessortoprevent…pain,evilorunhappiness.”JeremyBentham1748-183211功利主义的观点Alllegislation(立法)shouldbedesignedonutilitarianprinciples(功利原则)topromotethe“greatesthappinessofthegreatestnumber.”Theyevendevelopedameasureofpleasu

6、retheycalledtheutil.12序数效用Anordinal(序数)measuresimplyranksgoodsrelativetooneanother.Youcansayyoulikepeasbetterthanbroccoli(花椰菜)andyoulikeicecreambetterthanbothofthosevegetables,butyoudon’treallyneedtosayhowmuchtorankyourpreferences(偏好)forthesegoods.13背景知识用序数效用论取代基数效用论的原因有二：对于一些不可缺少物品的效用，基数论可能给出不合理的结果

7、。序数效用论比基数效用论需要的假设更少，所需的假设也更简单。14等边际原则15消费者的最优化Weassumethatconsumersmaximizeutilitysubjecttoabudgetorincomeconstraint.Consumershaveacertainamountofincometospendand,subjecttotheirbudgetconstraint(预算约束)a