Consumers choice

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Consumers choice

The total effect of the price drop on quantity demanded is the sum of the substitution effect and the income effect. Assumptions[ edit ] The behavioral assumption of the consumer theory proposed herein is that all consumers seek to maximize utility.

In the mainstream economics tradition, this activity of maximizing utility has been deemed as the "rational" behavior of decision makers.

More specifically, in the eyes of economists, all consumers seek to maximize a utility function subject to a budgetary constraint. These are relatively strict, allowing for the model to generate more useful hypotheses with regard to consumer behaviour than weaker assumptions, which would allow any empirical data to be explained in terms of stupidity, ignorance, or some other factor, and hence would not be able to generate any predictions about future demand at all.

Preferences are complete Consumer choice theory is based on the assumption that the consumer fully understands his or her own preferences, allowing for a simple but accurate comparison between any two bundles of good presented.

Preferences are reflexive Means that if A and B are in all respect identical the consumer will consider A to be at least as good as i.

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Consumers choice also means that if the consumer is indifferent between A and B and is indifferent between B and C she will be indifferent between A and C. This is the consistency assumption. This assumption eliminates the possibility of intersecting indifference curves.

Preferences exhibit non-satiation This is the "more is always better" assumption; that in general if a consumer is offered two almost identical bundles A and B, but where B includes more of one particular good, the consumer will choose B. Non-satiation in this sense is not a necessary but a convenient assumption.

It avoids unnecessary complications in the mathematical models. Indifference curves exhibit diminishing marginal rates of substitution This assumption assures that indifference curves are smooth and convex to the origin.

This assumption is implicit in the last assumption. This assumption also set the stage for using techniques of constrained optimization. Because the shape of the curve assures that the first derivative is negative and the second is positive.

The MRS tells how much y a person is willing to sacrifice to get one more unit of x. This assumption incorporates the theory of diminishing marginal utility. Goods are available in all quantities It is assumed that a consumer may choose to purchase any quantity of a good s he desires, for example, 2.

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Whilst this makes the model less precise, it is generally acknowledged to provide a useful simplification to the calculations involved in consumer choice theory, especially since consumer demand is often examined over a considerable period of time.

The more spending rounds are offered, the better approximation the continuous, differentiable function is for its discrete counterpart.

Whilst the purchase of 2.

Consumers choice

A positively sloped curve is not inconsistent with the assumptions. Backward bending supply curve of labour One can also use consumer theory to analyze a consumer's choice between leisure and labor.

Leisure is considered one good often put on the horizontal axis and consumption is considered the other good.

Consumer choice - Wikipedia

Since a consumer has a finite amount of time, he must make a choice between leisure which earns no income for consumption and labor which does earn income for consumption.

The previous model of consumer choice theory is applicable with only slight modifications.


First, the total amount of time that an individual has to allocate is known as his "time endowment", and is often denoted as T. The amount an individual allocates to labor denoted L and leisure l is constrained by T such that l.In microeconomics, the theory of consumer choice relates preferences to consumption expenditures; ultimately, this relationship between preferences and consumption expenditures is used to relate preferences to consumer demand curves.

The link between personal preferences, consumption, and the demand curve is one of the most closely studied relations in economics.

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Consumer choice - Wikipedia