1. © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. Fernando & Yvonn Quijano Prepared by: Chapter 9 Consumer Choice and Behavioral Economics

2. © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 2 of 46 Can Jay-Z Get You to Drink Cherry Coke? 9.1Define utility and explain how consumers choose goods and services to maximize their utility. 9.2Use the concept of utility to explain the law of demand. 9.3Explain how social influences can affect consumption choices. 9..4Describe the behavioral economics approach to understanding decision Making. APPENDIX Use indifference curves and budget lines to understand consumer behavior. Learning Objectives Firms must understand consumer behavior to determine whether strategies such as using celebrities in their advertising are likely to be effective.

3. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 3 of 46 Utility and Consumer Decision Making Learning Objective 9.1 The Economic Model of Consumer Behavior in a Nutshell The economic model of consumer behavior predicts that consumers will choose to buy the combination of goods and services that makes them as well off as possible from among all the combinations that their budgets allow them to buy. Utility Utility The enjoyment or satisfaction people receive from consuming goods and services.

4. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 4 of 46 Utility and Consumer Decision Making Learning Objective 9.1 Marginal utility (MU) The change in total utility a person receives from consuming one additional unit of a good or service. Law of diminishing marginal utility The principle that consumers experience diminishing additional satisfaction as they consume more of a good or service during a given period of time. The Principle of Diminishing Marginal Utility

5. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 5 of 46 Utility and Consumer Decision Making Learning Objective 9.1 FIGURE 9-1 Total and Marginal Utility from Eating Pizza on Super Bowl Sunday The Principle of Diminishing Marginal Utility

6. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 6 of 46 Utility and Consumer Decision Making Learning Objective 9.1 The Rule of Equal Marginal Utility per Dollar Spent Budget constraint The limited amount of income available to consumers to spend on goods and services. Table 9-1 Total Utility and Marginal Utility from Eating Pizza and Drinking Coke NUMBER OF SLICES OF PIZZA TOTAL UTILITY FROM EATING PIZZA MARGINAL UTILITY FROM THE LAST SLICE NUMBER OF CUPS OF COKE TOTAL UTILITY FROM DRINKING COKE MARGINAL UTILITY FROM THE LAST CUP 0 0 -- 0 0 1 20 1 2 3616 2 3515 3 4610 3 4510 4 526 4 505 5 542 5 533 6 51 33 6 52 11

7. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 7 of 46 Utility and Consumer Decision Making Learning Objective 9.1 The Rule of Equal Marginal Utility per Dollar Spent Table 9-2 Converting Marginal Utility to Marginal Utility per Dollar (1) Slices of Pizza (2) Marginal Utility (MU PIZZA ) (3) Marginal Utility per Dollar (4) Cups of Coke (5) Marginal Utility (MU COKE ) (6) Marginal Utility per Dollar 12010120 2168215 31053 463455 521533 6 33 --6 11

8. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 8 of 46 Combinations of Pizza and Coke with Equal Marginal Utilities per Dollar Marginal Utility per Dollar (Marginal Utility/Price) Total SpendingTotal Utility 1 Slice of Pizza and 3 Cups of Coke10$2 + $3 = $520 + 45 = 65 3 Slices of Pizza and 4 Cups of Coke5$6 + $4 = $1046 + 50 = 96 4 Slices of Pizza and 5 Cups of Coke3$8 + $5 = $1352 + 53 = 105 Learning Objective 9.1 Table 9-3 Equalizing Marginal Utility per Dollar Spent Utility and Consumer Decision Making The Rule of Equal Marginal Utility per Dollar Spent

9. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 9 of 46 Learning Objective 9.1 Utility and Consumer Decision Making The Rule of Equal Marginal Utility per Dollar Spent We can summarize the two conditions for maximizing utility: 1 2 Spending on pizza + Spending on Coke = Amount available to be spent

10. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 10 of 46 Solved Problem 9-1 Finding the Optimal Level of Consumption Learning Objective 9.1 Number of Ice Cream Cones Total Utility from Ice Cream Cones Marginal Utility from Last Cone Number of Cans of Lime Fizz Total Utility from Cans of Lime Fizz Marginal Utility From Last Can 00 --00 130 140 2552527535 37520310126 49015411918 510010513415 6105561417

11. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 11 of 46 Solved Problem 9-1 Finding the Optimal Level of Consumption (continued) Learning Objective 9.1 Ice Cream ConesCans of Lime Fizz QuantityMU 1301540 22512.535 3201026 4157.518 510515 652.577

12. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 12 of 46 Learning Objective 9.1 Utility and Consumer Decision Making What if the Rule of Equal Marginal Utility per Dollar Does Not Hold? Don’t Let This Happen to YOU! Equalize Marginal Utilities per Dollar The idea of getting the maximum utility by equalizing the ratio of marginal utility to price for the goods you are buying can be difficult to grasp.

13. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 13 of 46 Utility and Consumer Decision Making Learning Objective 9.1 Income effect The change in the quantity demanded of a good that results from the effect of a change in price on consumer purchasing power, holding all other factors constant. Substitution effect The change in the quantity demanded of a good that results from a change in price making the good more or less expensive relative to other goods, holding constant the effect of the price change on consumer purchasing power. The Income Effect and Substitution Effect of a Price Change

14. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 14 of 46 Utility and Consumer Decision Making Learning Objective 9.1 INCOME EFFECT SUBSTITUTION EFFECT PRICE DECREASE Increases the consumer‘s purchasing power, which...... if a normal good, causes the quantity demanded to increase.... if an inferior good, causes the quantity demanded to decrease. Lowers the opportunity cost of consuming the good, which causes the quantity of the good demanded to increase. PRICE INCREASE Decreases the consumer's purchasing power, which...... if a normal good, causes the quantity demanded to decrease.... if an inferior good, causes the quantity demanded to increase. Raises the opportunity cost of consuming the good, which causes the quantity of the good demanded to decrease. Table 9-4 Income Effect and Substitution Effect of a Price Change The Income Effect and Substitution Effect of a Price Change

15. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 15 of 46 Utility and Consumer Decision Making Learning Objective 9.1 Table 9-5 Adjusting Optimal Consumption to a Lower Price of Pizza Number of Slices of Pizza Marginal Utility from Last Slice (MU PIZZA ) Marginal Utility per Dollar Number of Cups of Coke Marginal Utility from Last Cup (MU COKE ) Marginal Utility per Dollar 12013.33120 21610.67215 3106.67310 464455 521.33533 6 33 –6 11 – The Income Effect and Substitution Effect of a Price Change

16. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 16 of 46 Where Demand Curves Come From Learning Objective 9.2 FIGURE 9-2 Deriving the Demand Curve for Pizza

17. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 17 of 46 Where Demand Curves Come From Learning Objective 9.2 FIGURE 9-3 Deriving the Market Demand Curve from Individual Demand Curves

18. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 18 of 46 Social Influences on Decision Making Learning Objective 9.3 The Effects of Celebrity Endorsements In many cases, it is not just the number of people who use a product that makes it desirable but the types of people who use it. If consumers believe that movie stars or professional athletes use a product, demand for the product will often increase. Sociologists and anthropologists have argued that social factors such as culture, customs, and religion are very important in explaining the choices consumers make. Economists have traditionally seen such factors as being relatively unimportant, if they take them into consideration at all. Recently, however, some economists have begun to study how social factors influence consumer choice.

19. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 19 of 46 Learning Objective 9.3 Why Do Firms Pay Tiger Woods to Endorse Their Products? Making the Connection In 2006, Tiger Woods earned $12 million from playing golf and $100 million from product endorsements.

20. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 20 of 46 Social Influences on Decision Making Learning Objective 9.3 Network Externalities Network externality This situation where the usefulness of a product increases with the number of consumers who use it. Does Fairness Matter? A Test of Fairness in the Economic laboratory: The Ultimatum Game Experiment Economists have used experiments to increase their understanding of the role that fairness plays in consumer decision making.

21. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 21 of 46 Social Influences on Decision Making Learning Objective 9.3 Does Fairness Matter? Business Implications of Fairness FIGURE 9-4 The Market for Tickets to The Producers

22. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 22 of 46 Learning Objective 9.3 Professor Krueger Goes to the Super Bowl Making the Connection Should the NFL raise the price of Super Bowl tickets?

23. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 23 of 46 Behavioral Economics: Do People Make Their Choices Rationally? Learning Objective 9.4 Behavioral economics The study of situations in which people make choices that do not appear to be economically rational. They take into account monetary costs but ignore nonmonetary opportunity costs. They fail to ignore sunk costs. They are overly optimistic about their future behavior. Consumers commonly commit the following three mistakes when making decisions:

24. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 24 of 46 Behavioral Economics: Do People Make Their Choices Rationally? Learning Objective 9.4 Ignoring Nonmonetary Opportunity Costs Opportunity cost The highest-valued alternative that must be given up to engage in an activity. Endowment effect The tendency of people to be unwilling to sell a good they already own even if they are offered a price that is greater than the price they would be willing to pay to buy the good if they didn’t already own it. Business Implications of Consumers Ignoring Nonmonetary Opportunity Costs Behavioral economist Richard Thaler has studied several examples of how businesses make use of consumers’ failure to take into account opportunity costs.

25. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 25 of 46 Learning Objective 9.4 Why Do Hilton Hotels and other Firms Hide Their Prices? Making the Connection Some hotels hide what they charge for room service and Internet access.

26. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 26 of 46 Behavioral Economics: Do People Make Their Choices Rationally? Learning Objective 9.4 Failing to Ignore Sunk Costs Sunk cost A cost that has already been paid and cannot be recovered. Being Unrealistic about Future Behavior If you are unrealistic about your future behavior, you underestimate the costs of choices that you make today.

27. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 27 of 46 Learning Objective 9.4 Why Don’t Students Study More? Making the Connection If the payoff to studying is so high, why don’t students study more?

28. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 28 of 46 Solved Problem 9-4 How Do You Get People to Save More of Their Income? Learning Objective 9.4 Use your understanding of consumer decision making to show how a savings plan may work.

29. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 29 of 46 An Inside LOOK Can Mariah Carey Get You to Buy Elizabeth Arden Perfume? Mariah Signs Scent Deal with Arden

30. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 30 of 46 Behavioral economics Budget constraint Endowment effect Income effect Law of diminishing marginal utility Marginal utility (MU) Network externality Opportunity cost Substitution effect Sunk cost Utility K e y T e r m s

31. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 31 of 46 Appendix CONSUMPTION BUNDLE A CONSUMPTION BUNDLE B 2 slices of pizza and 1 can of Coke 1 slice of pizza and 1 can of Coke We assume that the consumer will always be able to decide which of the following is true: The consumer prefers bundle A to bundle B. The consumer prefers bundle B to bundle A. The consumer is indifferent between bundle A and bundle B; that is, the consumer receives equal utility from the two bundles. Using Indifference Curves and Budget Lines to Understand Consumer Behavior Consumer Preferences

32. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 32 of 46 Appendix Indifference Curves Indifference curve A curve that shows the combinations of consumption bundles that give the consumer the same utility. FIGURE 9A-1 Plotting Dave’s Preferences for Pizza and Coke Consumer Preferences

33. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 33 of 46 Appendix Marginal rate of substitution (MRS) The slope of an indifference curve, which represents the rate at which a consumer would be willing to trade off one good for another. The Slope of an Indifference Curve Consumer Preferences

34. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 34 of 46 Appendix Can Indifference Curves Ever Cross? Consumer Preferences FIGURE 9A-2 Indifference Curves Cannot Cross

35. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 35 of 46 Appendix FIGURE 9A-3 Dave’s Budget Constraint The Budget Constraint

36. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 36 of 46 Appendix FIGURE 9A-4 Finding Optimal Consumption Choosing the Optimal Consumption of Pizza and Coke

37. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 37 of 46 Dell Determines the Optimal Mix of Products Making the Connection

38. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 38 of 46 Appendix FIGURE 9A-5 How a Price Decrease Affects the Budget Constraint Choosing the Optimal Consumption of Pizza and Coke How a Price Change Affects Optimal Consumption

39. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 39 of 46 Appendix FIGURE 9A-6 How a Price Change Affects Optimal Consumption Choosing the Optimal Consumption of Pizza and Coke How a Price Change Affects Optimal Consumption

40. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 40 of 46 Appendix Solved Problem 9A-3 When Does a Price Change Make a Consumer Better Off?

41. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 41 of 46 Appendix FIGURE 9A-7 Deriving a Demand Curve Choosing the Optimal Consumption of Pizza and Coke Deriving the Demand Curve

42. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 42 of 46 Appendix FIGURE 9A-8 Income and Substitution Effects of a Price Change Choosing the Optimal Consumption of Pizza and Coke The Income Effect and the Substitution Effect of a Price Change

43. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 43 of 46 Appendix FIGURE 9A-9 How a Change in Income Affects the Budget Constraint Choosing the Optimal Consumption of Pizza and Coke How a Change in Income Affects Optimal Consumption

44. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 44 of 46 Appendix FIGURE 9A-10 How a Change in Income Affects Optimal Consumption Choosing the Optimal Consumption of Pizza and Coke How a Change in Income Affects Optimal Consumption

45. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 45 of 46 Appendix FIGURE 9A-11 At the Optimum Point, the Slopes of the Indifference Curve and Budget Constraint Are the Same The Slope of the Indifference Curve, the Slope of the Budget Line, and the Rule of Equal Marginal Utility per Dollar Spent

46. Chapter 9: Consumer Choice and Behavioral Economics © 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e. 46 of 46 Appendix The Slope of the Indifference Curve, the Slope of the Budget Line, and the Rule of Equal Marginal Utility per Dollar Spent The Rule of Equal Marginal Utility per Dollar Spent Revisited At the optimal point of consumption: