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theory of consumer behavior
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allocate income, maximize satisfaction:
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consumer behavior
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1. consumer preference 2. budget constraint 3. consumer choice
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completeness
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compare all baskets
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indifferent
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equally satisfied
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transitivity
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A>B>C, therefore A>C
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indifference curve
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represents all combinations of market baskets that provide a consumer with same level of satisfaction. cannot intersect
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indifference map
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contains a set of indifference curves showing the baskets which the consumer think are indifferent
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MRS
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marginal rate of substitution, max amount of good that a consumer is willing to give up in order to obtain one additional unit of another. give up vertical axis for horizontal 1 unit
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convexity
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slopes inwards diminishing marginal rate of substitution, becomes less negative
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perfect substitutes
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mrs is constant slant \
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perfect complements
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mrs is infinite L graph
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bad
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good that is preferred less than more
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utility
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numerical score of satisfaction from a market basket
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ordinal utility function
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ranking baskets from most to least preferred
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cardinal utility function
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HOW MUCH one basket is preferred from another
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budget constraints
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constraints due to limited income
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budget line
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(price of A)(quantity of A)+(price of B)(quantity of B)=Income
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budget line y-intercept
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income/price of B
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budget line x-intercept
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income/price of A
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income/price change
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income - shifts whole line
price - changes steepness
price - changes steepness
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max market basket satisfies
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if located on budget line and gives consumer most preferred combo
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maximized marginal rate of substitution
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MRS=Pa/Pb
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marginal benefit
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benefit received when consuming one more additional unit
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marginal cost
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cost of one additional good
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MU
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marginal utility, additional satisfaction from consuming another unit of a good
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substitutes
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increase in price of one good leads to a increase in quantity demanded in the other good
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complements
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increase in price of one good leads to a decrease in quantity demanded in the other
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elasticity
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percent change in one variable resulting from a 1% change in the other
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Ep=
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(P/Q)( ∆Q/∆P)
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infinitely elastic demand
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horizontal curve
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completely inelastic demand
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vertical curve
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Ep >1
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elastic, substitute D>P
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Ep < 1
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inelastic, no substitues D<P
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arc elasticity
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elasticity over a range of prices, average
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cross-price elasticity
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elasticity of complements. (P1/Q2)(∆Q2/∆Q1)
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demand Q=
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a-bP
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supply Q=
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c+dP
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price consumption curve
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curve tracing the utility-maximizing combinations of two goods as the price of one changes
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individual demand curve
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curve relating the quantity of a good that a single consumer will buy to its price
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inferior good
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increase in income leads to less consumption of one of the two goods being purchased
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normal good
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a good that consumers demand more of when their incomes increase
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engel curve
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shows the relationship between the quantity demanded of a single good and income, holding prices constant
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fall in price
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buy more that is cheaper than the one that is more expensive, real purchasing power in increased
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substitution effect
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change in consumption of a good associated with a change in its price, utility held constant.
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income effect
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change in consumption of a good resulting from an increase in purchasing power, relatives prices held constant
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giffen good
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demand curve slopes upward cause the (neg) income effect is larger than substitution
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consumer surplus
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difference between what a consumer is willing to pay for a good and the amount they actually paid
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bandwagon effect
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positive shift, trend
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snob effect
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negative shift, consumer wants something that no one has, rarity
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corner solution
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buys all of one good and none of the other, not equal to slope of the budget line