Chapter 6 micro-1
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  • Chapter 6 Consumer Choice and Demand
  • Chapter 6 Consumer Choice and Demand
  • Chapter 6 Consumer Choice and Demand
  • Chapter 6 Consumer Choice and Demand
  • Chapter 6 Consumer Choice and Demand
  • Chapter 6 Consumer Choice and Demand


  • 1. Chapter 6Consumer Choice and Demand
  • 2. Utility Analysis• The utility or satisfaction, you derive from consumption of a good or service. – It cannot be compared with another person’s experience.
  • 3. Tastes and Preferences• Utility: the sense of pleasure or satisfaction. – It is subjective. – It depends on YOUR taste and preferences. – Assumption that tastes are given and relatively stable.
  • 4. The Law of Diminishing Marginal Utility• Total utility- the total satisfaction you derive from consumption.• Marginal utility- the change in total utility resulting from a one-unit change in consumption.
  • 5. The Law of Diminishing Marginal Utility The more of a good consumed  The smaller the increase in total utility Marginal utility from each additional unit  Declines as more is consumed Disutility  Negative marginal utility “Been there; done that”
  • 6. Measuring Utility• Units of Utility – It is more details on how much you enjoyed your consumption.• Each person has a uniquely subjective utility scale.
  • 7. LO2 Utility Derived from Drinking Water After Jogging Four MilesExhibit 1
  • 8. LO2 Exhibit 2 Total Utility and Marginal Utility You Derive from Drinking Water after Jogging Four Miles (a) Total utility (b) Marginal utility 80 Marginal utilityTotal utility 60 40 40 20 20 0 0 1 2 3 4 5 1 2 3 4 5 Glasses (8-ounce) Glasses (8-ounce) Total utility increases with each of the first 4 glasses of water consumed but Marginal utility declines by smaller and smaller amounts MU of the 5th glass is negative The 5th glass causes TU to fall
  • 9. Utility Maximization in a World without Scarcity• Free good – Increase consumption as long as marginal utility is positive.• What if there are two goods? – Consume until the marginal utility of each is zero.
  • 10. LO2 Exhibit 3 Total and Marginal Utilities from Pizza and Videos
  • 11. Utility Maximization in a World of Scarcity• Goods are not free• Limited income now – What do we do? • We find an equilibrium.
  • 12. Utility Maximizing Conditions• Once a consumer is in equilibrium there is no way to increase utility by reallocating the budget.• Consumer equilibrium is achieved when the budget is exhausted and the last dollar spent on each good yields the same MU. – The consumer gets the same bang from the last buck spent on each good.
  • 13. Utility Maximizing Conditions MU x MU y = px py
  • 14. Example of Consumer Equilibrium
  • 15. Consumer Surplus– Value of a good purchased must at least equal the Price Demand curve – Marginal valuation Consumer surplus – Consumer bonus – Value of total utility minus total spending – Area under Demand curve, above Price
  • 16. LO3 Exhibit 6 Consumer Surplus from Sub Sandwiches $8 At P=$4: •1st sub valued at $7 7 Price per subs •2nd sub valued at $6 6 •3rd sub valued at $5 5 •4th sub valued at $4 4 •Willing to pay $22 for 4 subs 3 •Pays only $16 for 4 subs 2 •Consumer surplus 1 $22-$16 = $6 D 0 1 2 3 4 5 6 7 8 Subs per month When P drops to $3, consumer surplus increases by $4
  • 17. Market Demand and Consumer Surplus Market Demand curve – Horizontal sum of individual Demand curves – Total quantity demanded, per period, by all consumers, at various prices Consumer surplus for the market – Amount consumers are willing to pay minus amount they pay – Net benefit for consumers – Economic welfare
  • 18. LO3 Exhibit 7 Summing Individual Demand Curves to Derive Market Demand for Sub Sandwiches (a) You (b) Brittany (c) Chris (d) Market demand for subs $6 $6 $6 $6Price 4 4 4 4 dY+dB+dC=D 2 2 2 2 dY dB dC 0 2 4 6 0 2 4 0 2 0 2 6 12 Subs per month Market demand curve is the horizontal sum of individual demand curves
  • 19. LO3 Market Demand and Consumers Surplus Consumer surplus at a price of $2Exhibit 8 is shown by the blue area. Price per unit If the price falls to $1, consumer surplus increases to include the green area. At a zero price, consumer surplus increases to the entire area under the D curve. $2 1 D 0 Quantity per period
  • 20. Role of Time in Demand Consumption – Money price – Time price Willing to pay premium for time-saving goods