1. Chapter 3 Consumer Behavior

2. Chapter 3: Consumer BehaviorSlide 2 Topics to be Discussed Consumer Preferences Budget Constraints Consumer Choice Marginal Utility

3. Chapter 3: Consumer BehaviorSlide 3 Consumer Behavior There are three steps involved in the study of consumer behavior. 1) We will study consumer preferences.  To describe how and why people prefer one good to another. 2)Then we will turn to budget constraints.  People have limited incomes.

4. Chapter 3: Consumer BehaviorSlide 4 Consumer Behavior 3) Finally, we will combine consumer preferences and budget constraints to determine consumer choices.  What combination of goods will consumers buy to maximize their satisfaction?

5. Chapter 3: Consumer BehaviorSlide 5 Consumer Preferences A market basket is a collection of one or more commodities. One market basket may be preferred over another market basket containing a different combination of goods. Market Baskets

6. Chapter 3: Consumer BehaviorSlide 6 Consumer Preferences Three Basic Assumptions 1) Preferences are complete. 2) Preferences are transitive. 3) Consumers always prefer more of any good to less. Market Baskets

7. Chapter 3: Consumer BehaviorSlide 7 Consumer Preferences A2030 B1050 D4020 E3040 G1020 H1040 Market BasketUnits of Food Units of Clothing

8. Chapter 3: Consumer BehaviorSlide 8 Consumer Preferences Indifference curves represent all combinations of market baskets that provide the same level of satisfaction to a person. Indifference Curves

9. Chapter 3: Consumer BehaviorSlide 9 The consumer prefers A to all combinations in the blue box, while all those in the pink box are preferred to A. Consumer Preferences Food (units per week) 10 20 30 40 10203040 Clothing (units per week) 50 G A EH B D

10. Chapter 3: Consumer BehaviorSlide 10 U1U1 Combination B,A, & D yield the same satisfaction E is preferred to U 1 U 1 is preferred to H & G Consumer Preferences Food (units per week) 10 20 30 40 10203040 Clothing (units per week) 50 G D A E H B

11. Chapter 3: Consumer BehaviorSlide 11 Consumer Preferences Indifference Curves Indifference curves slope downward to the right.  If it sloped upward it would violate the assumption that more of any commodity is preferred to less. Any market basket lying above and to the right of an indifference curve is preferred to any market basket that lies on the indifference curve.

12. Chapter 3: Consumer BehaviorSlide 12 Consumer Preferences An indifference map is a set of indifference curves that describes a person’s preferences for all combinations of two commodities. Each indifference curve in the map shows the market baskets among which the person is indifferent. Indifference Maps

13. Chapter 3: Consumer BehaviorSlide 13 U2U2 U3U3 Consumer Preferences Food (units per week) Clothing (units per week) U1U1 A B D Market basket A is preferred to B. Market basket B is preferred to D.

14. Chapter 3: Consumer BehaviorSlide 14 Consumer Preferences Indifference Curves Finally, indifference curves cannot cross.  This would violate the assumption that more is preferred to less.

15. Chapter 3: Consumer BehaviorSlide 15 U1U1 U2U2 Consumer Preferences Food (units per week) Clothing (units per week) A D B The consumer should be indifferent between A, B and D. However, B contains more of both goods than D. Indifference Curves Cannot Cross

16. Chapter 3: Consumer BehaviorSlide 16 A B D E G -6 1 1 -4 -2 1 1 Observation: The amount of clothing given up for a unit of food decreases from 6 to 1 Consumer Preferences Food (units per week) Clothing (units per week) 23451 2 4 6 8 10 12 14 16 Question: Does this relation hold for giving up food to get clothing?

17. Chapter 3: Consumer BehaviorSlide 17 Consumer Preferences The marginal rate of substitution (MRS) quantifies the amount of one good a consumer will give up to obtain more of another good. It is measured by the slope of the indifference curve. Marginal Rate of Substitution

18. Chapter 3: Consumer BehaviorSlide 18 Consumer Preferences Food (units per week) Clothing (units per week) 23451 2 4 6 8 10 12 14 16 A B D E G -6 1 1 1 1 -4 -2 MRS = 6 MRS = 2

19. Chapter 3: Consumer BehaviorSlide 19 Consumer Preferences We will now add a fourth assumption regarding consumer preference: Along an indifference curve there is a diminishing marginal rate of substitution.  Note the MRS for AB was 6, while that for DE was 2. Marginal Rate of Substitution

20. Chapter 3: Consumer BehaviorSlide 20 Consumer Preferences Indifference curves are convex because as more of one good is consumed, a consumer would prefer to give up fewer units of a second good to get additional units of the first one. Marginal Rate of Substitution

21. Chapter 3: Consumer BehaviorSlide 21 Consumer Preferences Perfect Substitutes and Perfect Complements Two goods are perfect substitutes when the marginal rate of substitution of one good for the other is constant. Marginal Rate of Substitution

22. Chapter 3: Consumer BehaviorSlide 22 Consumer Preferences Orange Juice (glasses) Apple Juice (glasses) 2341 1 2 3 4 0 Perfect Substitutes Perfect Substitutes

23. Chapter 3: Consumer BehaviorSlide 23 Consumer Preferences Perfect Substitutes and Perfect Complements Two goods are perfect complements when the indifference curves for the goods are shaped as right angles. Marginal Rate of Substitution

24. Chapter 3: Consumer BehaviorSlide 24 Consumer Preferences Right Shoes Left Shoes 2341 1 2 3 4 0 Perfect Complements Perfect Complements

25. Chapter 3: Consumer BehaviorSlide 25 Consumer Preferences Automobile executives must regularly decide when to introduce new models and how much money to invest in restyling. Designing New Automobiles (I)

26. Chapter 3: Consumer BehaviorSlide 26 Consumer Preferences An analysis of consumer preferences would help to determine when and if car companies should change the styling of their cars. Designing New Automobiles (I)

27. Chapter 3: Consumer BehaviorSlide 27 Consumer Preferences These consumers are willing to give up considerable styling for additional performance Styling Performance Consumer Preference A: High MRS Consumer Preference A: High MRS

28. Chapter 3: Consumer BehaviorSlide 28 Consumer Preferences These consumers are willing to give up considerable performance for additional styling Styling Performance Consumer Preference B: Low MRS Consumer Preference B: Low MRS

29. Chapter 3: Consumer BehaviorSlide 29 Consumer Preferences Utility Utility: Numerical score representing the satisfaction that a consumer gets from a given market basket.

30. Chapter 3: Consumer BehaviorSlide 30 Consumer Preferences Utility If buying 3 copies of Microeconomics makes you happier than buying one shirt, then we say that the books give you more utility than the shirt.

31. Chapter 3: Consumer BehaviorSlide 31 Consumer Preferences Utility Functions Assume: The utility function for food (F) and clothing (C) U(F,C) = F + 2C Market Baskets: F units C units U(F,C) = F + 2C A 8 3 8 + 2(3) = 14 B 6 4 6 + 2(4) = 14 C 4 4 4 + 2(4) = 12 The consumer is indifferent to A & B The consumer prefers A & B to C

32. Chapter 3: Consumer BehaviorSlide 32 Consumer Preferences Food (units per week) 10155 5 10 15 0 Clothing (units per week ) U 1 = 25 U 2 = 50 (Preferred to U 1 ) U 3 = 100 (Preferred to U 2 ) A B C Assume: U = FC Market Basket U = FC C 25 = 2.5(10) A 25 = 5(5) B 25 = 10(2.5) Utility Functions & Indifference Curves

33. Chapter 3: Consumer BehaviorSlide 33 Consumer Preferences Ordinal Versus Cardinal Utility Ordinal Utility Function: places market baskets in the order of most preferred to least preferred, but it does not indicate how much one market basket is preferred to another. Cardinal Utility Function: utility function describing the extent to which one market basket is preferred to another.

34. Chapter 3: Consumer BehaviorSlide 34 Consumer Preferences Ordinal Versus Cardinal Rankings The actual unit of measurement for utility is not important. Therefore, an ordinal ranking is sufficient to explain how most individual decisions are made.

35. Chapter 3: Consumer BehaviorSlide 35 Budget Constraints Preferences do not explain all of consumer behavior. Budget constraints also limit an individual’s ability to consume in light of the prices they must pay for various goods and services.

36. Chapter 3: Consumer BehaviorSlide 36 Budget Constraints The Budget Line The budget line indicates all combinations of two commodities for which total money spent equals total income.

37. Chapter 3: Consumer BehaviorSlide 37 Budget Constraints The Budget Line Let F equal the amount of food purchased, and C is the amount of clothing. Price of food = P f and price of clothing = P c Then P f F is the amount of money spent on food, and P c C is the amount of money spent on clothing.

38. Chapter 3: Consumer BehaviorSlide 38 Budget Constraints The budget line then can be written:

39. Chapter 3: Consumer BehaviorSlide 39 Budget Constraints A040$80 B2030$80 D4020$80 E6010$80 G800$80 Market BasketFood (F) Clothing (C)Total Spending P f = ($1)P c = ($2)P f F + P c C = I

40. Chapter 3: Consumer BehaviorSlide 40 Budget Line F + 2C = $80 10 20 (I/P C ) = 40 Budget Constraints Food (units per week) 406080 = (I/P F )20 10 20 30 0 A B D E G Clothing (units per week ) Pc = $2 P f = $1 I = $80

41. Chapter 3: Consumer BehaviorSlide 41 Budget Constraints The Budget Line As consumption moves along a budget line from the intercept, the consumer spends less on one item and more on the other. The slope of the line measures the relative cost of food and clothing. The slope is the negative of the ratio of the prices of the two goods.

42. Chapter 3: Consumer BehaviorSlide 42 Budget Constraints The Budget Line The slope indicates the rate at which the two goods can be substituted without changing the amount of money spent. The vertical intercept (I/P C ), illustrates the maximum amount of C that can be purchased with income I. The horizontal intercept (I/P F ), illustrates the maximum amount of F that can be purchased with income I.

43. Chapter 3: Consumer BehaviorSlide 43 Budget Constraints The Effects of Changes in Income and Prices Income Changes  An increase in income causes the budget line to shift outward, parallel to the original line (holding prices constant).  A decrease in income causes the budget line to shift inward, parallel to the original line (holding prices constant).

44. Chapter 3: Consumer BehaviorSlide 44 Budget Constraints Food (units per week) Clothing (units per week) 8012016040 20 40 60 80 0 A increase in income shifts the budget line outward (I = $160) L2L2 (I = $80) L1L1 L3L3 (I = $40) A decrease in income shifts the budget line inward

45. Chapter 3: Consumer BehaviorSlide 45 Budget Constraints The Effects of Changes in Income and Prices Price Changes  If the price of one good increases, the budget line shifts inward, pivoting from the other good’s intercept.  If the price of one good decreases, the budget line shifts outward, pivoting from the other good’s intercept.

46. Chapter 3: Consumer BehaviorSlide 46 Budget Constraints Food (units per week) Clothing (units per week) 8012016040 (P F = 1) L1L1 An increase in the price of food to $2.00 changes the slope of the budget line and rotates it inward. L3L3 (P F = 2) (P F = 1/2) L2L2 A decrease in the price of food to $.50 changes the slope of the budget line and rotates it outward.

47. Chapter 3: Consumer BehaviorSlide 47 Budget Constraints The Effects of Changes in Income and Prices Price Changes  If the two goods increase in price, but the ratio of the two prices is unchanged, the slope will not change.  However, the budget line will shift inward to a point parallel to the original budget line.

48. Chapter 3: Consumer BehaviorSlide 48 Budget Constraints The Effects of Changes in Income and Prices Price Changes  If the two goods decrease in price, but the ratio of the two prices is unchanged, the slope will not change.  However, the budget line will shift outward to a point parallel to the original budget line.

49. Chapter 3: Consumer BehaviorSlide 49 Consumer Choice Consumers choose a combination of goods that will maximize the satisfaction they can achieve, given the limited budget available to them.

50. Chapter 3: Consumer BehaviorSlide 50 Consumer Choice The maximizing market basket must satisfy two conditions: 1) It must be located on the budget line. 2) Must give the consumer the most preferred combination of goods and services.

51. Chapter 3: Consumer BehaviorSlide 51 Recall, the slope of an indifference curve is: Consumer Choice Further, the slope of the budget line is:

52. Chapter 3: Consumer BehaviorSlide 52 Consumer Choice Therefore, it can be said that satisfaction is maximized where:

53. Chapter 3: Consumer BehaviorSlide 53 Consumer Choice It can be said that satisfaction is maximized when marginal rate of substitution (of F and C) is equal to the ratio of the prices (of F and C).

54. Chapter 3: Consumer BehaviorSlide 54 Consumer Choice Food (units per week) Clothing (units per week) 408020 30 40 0 U1U1 B Budget Line Pc = $2 P f = $1 I = $80 Point B does not maximize satisfaction because the MRS (-(-10/10) = 1 is greater than the price ratio (1/2). -10C +10F

55. Chapter 3: Consumer BehaviorSlide 55 U2U2 Consumer Choice Pc = $2 P f = $1 I = $80 Budget Line A At market basket A the budget line and the indifference curve are tangent At A: MRS =P f /P c =.5 Food (units per week) Clothing (units per week) 408020 30 40 0 U3U3 D Market basket D cannot be attained given the current budget constraint.

56. Chapter 3: Consumer BehaviorSlide 56 Marginal utility measures the additional satisfaction obtained from consuming one additional unit of a good. Marginal Utility and Consumer Choice Marginal Utility

57. Chapter 3: Consumer BehaviorSlide 57 Example The marginal utility derived from increasing from 0 to 1 units of food might be 9 Increasing from 1 to 2 might be 7 Increasing from 2 to 3 might be 5 Observation: Marginal utility is diminishing Marginal Utility Marginal Utility and Consumer Choice

58. Chapter 3: Consumer BehaviorSlide 58 The principle of diminishing marginal utility states that as more and more of a good is consumed, consuming additional amounts will yield smaller and smaller additions to utility. Diminishing Marginal Utility Marginal Utility and Consumer Choice

59. Chapter 3: Consumer BehaviorSlide 59 Marginal Utility and the Indifference Curve If consumption moves along an indifference curve, the additional utility derived from an increase in the consumption one good, food (F), must balance the loss of utility from the decrease in the consumption in the other good, clothing (C). Marginal Utility and Consumer Choice

60. Chapter 3: Consumer BehaviorSlide 60 Formally: Marginal Utility and Consumer Choice

61. Chapter 3: Consumer BehaviorSlide 61 Because: Marginal Utility and Consumer Choice Rearranging :

62. Chapter 3: Consumer BehaviorSlide 62 When consumers maximize satisfaction the: Marginal Utility and Consumer Choice Since the MRS is also equal to the ratio of the marginal utilities of consuming F and C, it follows that:

63. Chapter 3: Consumer BehaviorSlide 63 Which gives the equation for utility maximization: Marginal Utility and Consumer Choice

64. Chapter 3: Consumer BehaviorSlide 64 Total utility is maximized when the budget is allocated so that the marginal utility per dollar of expenditure is the same for each good. This is referred to as the equal marginal principle. Marginal Utility and Consumer Choice MU X1 = MU X2 P x1 P x2

65. Chapter 3: Consumer BehaviorSlide 65 Summary People behave rationally in an attempt to maximize satisfaction from a particular combination of goods and services. Consumer choice has two related parts: the consumer’s preferences and the budget line.

66. Chapter 3: Consumer BehaviorSlide 66 Summary Consumers make choices by comparing market baskets or bundles of commodities. Indifference curves are downward sloping and cannot intersect one another. Consumer preferences can be completely described by an indifference map.

67. Chapter 3: Consumer BehaviorSlide 67 Summary The marginal rate of substitution of F for C is the maximum amount of C that a person is willing to give up to obtain one additional unit of F. Budget lines represent all combinations of goods for which consumers expend all their income. Consumers maximize satisfaction subject to budget constraints.

68. End of Chapter 3 Consumer Behavior