This document discusses the cardinal approach to consumer behavior. It states that the cardinal approach measures consumer satisfaction/utility in quantifiable units. The key assumptions of the cardinal approach are that consumers are rational and seek to maximize utility given their budget. Utility is measured on a cardinal scale and the marginal utility of money is assumed to be constant. Marginal utility diminishes as consumption increases. The document provides the utility function, shows a table and graph of marginal and total utility, and lists unrealistic assumptions and the inability to separate income and substitution effects as criticisms of the cardinal approach.