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The theory of consumer choice examines the trade-offs that people face in their role as consumers
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1.People face trade-offs
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Budget constraint
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Limit on consumption bundle that a consumer can afford
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PxQx+PyQy=M
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Budget constraint
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Slope of budget constraint
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Px/Py
Price ratio
rate at which the consumer can trade one good for another
Price ratio
rate at which the consumer can trade one good for another
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Relative price of two goods
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Price ratio
Slope of budget constraint
Slope of budget constraint
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BC y-intercept
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M/py
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BC x-intercept
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M/Px
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Utility function
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A function that measures happiness.
One's happiness at one point of time
One's happiness at one point of time
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Marginal Utility
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The EXTRA UTILITY(happiness) that one derives from consuming additional unit of a good/service
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Law of diminishing marginal utility
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for a typical good, utility function increases at a decreasing rate
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Each additional unit of consumption adds smaller and smaller level of happiness
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Law of diminishing marginal utility
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Satiation
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Highest level of utility that can be derived from consuming a particular good
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ceteris paribus
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holding all other factors constant
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After_____, one derives either zero MU or negative MU from extra unit of consumption of good
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Satiation
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Indifference Curve
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Representation of the concept of utility/happiness in the 2-dimensional world of quantities of two good
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Shows all consumption bundles that give the consumer the same lever of satisfaction or utility
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Indifference curve
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Marginal Rate of Substitution
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Slope of an indifference curve
MUx/MUy
MUx/MUy
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Rate at which a consumer is willing to trade one good for another and still remain at the same level of satisfaction
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Marginal Rate of Substitution
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MRS of indifference curve is ____ at all points because of law of diminishing marginal utility
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not the same
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4 properties of indifference curves
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1. Higher indifference curve is preferred to lower ones
2. Indifference curves are downward sloping
3. Indifference curves do not cross
4. Indifference curves are generally bowed inward
2. Indifference curves are downward sloping
3. Indifference curves do not cross
4. Indifference curves are generally bowed inward
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More better than less
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1. higher indifference curve is preferred to lower ones
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Slope of indifference curve reflects the rate at which consumer is willing to substitute one good for another
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MRS
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if consumption of one good decreases, consumption of another good must increase in order to keep same lever of happiness thus variables move in opposite direction
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. Indifference curves are downward sloping
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IC1 : pt A to B
IC2 : pt B to C
Happiness:
A=B
B=C
C not equal to A
thus B on IC1 and B on IC2 cannot be equal
IC2 : pt B to C
Happiness:
A=B
B=C
C not equal to A
thus B on IC1 and B on IC2 cannot be equal
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3. Indifference curves do not cross
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following law of diminishing marginal utility---consumer is willing give up a good she already has in large quantity, but won't give up as much when she has small quantity
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4. Indifference curves are usually bowed inward
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2 extreme examples of indifference curve
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Perfect substitutes
Perfect complements
Perfect complements
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Shape of an indifference curve tells us about consumer's
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willingness to trade one good for another
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Indifference curves are less bowed when
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two goods are easy to substitute for each other
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Indifference curves are very bowed when
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two goods are hard to substitute
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Perfect substitues
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Two goods that are effectively identical and can be substituted for each other
Straight line and fixed slope
Straight line and fixed slope
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Perfect complements
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Two goods that are consumed together
Right angle IC
Right angle IC
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Two goods with straight line IC with constant MRS (slope)
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Perfect Substitutes
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Two goods with right angle IC
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Perfect complements
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More of the good the consumer already has, the lower the marginal utility provided by an extra unit of that good
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Diminishing marginal utility
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_________between two goods depend on their marginal utilities
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MRS
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Slope of indifference curve=MRS=
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MUx(y amt given up for x)/MUy(x amt given up for y)
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Optimization
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Utility maximization
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Optimum
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The point at which the indifference curve and budget line touch
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Best combination of goods available to the consumer
Point of highest possible indifference curve
Point of highest possible indifference curve
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Optimum
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Optimality/Tangency condition
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MRS=Price Ratio
MUx/MUy = Px/Py
Point where indifference curve is tangent to the budget line
MUx/MUy = Px/Py
Point where indifference curve is tangent to the budget line
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Perfect complement optimization
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Point at which BC is touching at one point of the corner
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Perfect substitute optimization
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1. if BC steeper than IC (Px/Py > MRS) = only y-axis good
2. if BC flatter than IC (Px/py < MRS) = only x-axis good
3. if BC and IC have same slope (Px/Py=MRS)=anywhere on BC are good
2. if BC flatter than IC (Px/py < MRS) = only x-axis good
3. if BC and IC have same slope (Px/Py=MRS)=anywhere on BC are good
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Normal goods
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Goods you want more when income increases
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Increase in income increases demand
Decrease in income decreases demand
Decrease in income decreases demand
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Normal goods
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Inferior goods
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Goods you want less when income increases
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Increase in income decreases demand
Decrease in income increases demand
Decrease in income increases demand
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Inferior goods
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Parallel shift in BC caused by
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Increase/decrease in income
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Rotate shift in BC caused by
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Increase/decrease in price of a good
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Consumer's optimum moves from initial optimum to new optimum when
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There is a change in income / price
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Income effect
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change in consumption that results when a price change moves the consumer to a higher or lower indifference curve
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Substitution effect
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change in consumption that results when a price change moves the consumer along a given indifference curve to a point with a new MRS which equals to the new price ratio
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Consumer moves along the initial IC tangent to intermediate budget line
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Substitution effect
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intermediate budge line
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parallel to new budge line and tangent to old IC
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Consumer shifts to the higher IC
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Income effect
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Price of y falls, consumer feels richer so she buys more y
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Income effect
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Price of y falls, y is relatively cheaper than x so she buys more y
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substitution effect
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Price of y fall, consumer feels richer so she buys more x
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Income effect
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Price of y falls, x is relatively expensive than y so she buys less x
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Substitution effect
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Total effect
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Substitution + Income effect
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Price of y falls, Income and substitution effects act in the same direction for y so consumer buys more y
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Total effect
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Price of y fall, Income and substitution effects act in the opposite direction for x so consumer choice becomes ambiguous.
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Total effect
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For normal goods x and y, price of x falls.
If income effect > substitution effect
If income effect > substitution effect
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Qx increase Qy increase
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For normal goods x and y, price of x falls.
If income effect < substitution effect
If income effect < substitution effect
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Qx increase Qy decrease
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Law of demand
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when price of good rises, people buy less of it.
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Goods that defy law of demand
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Giffen goods
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Giffen good
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A good for which and increase in price increases the quantity demanded
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inferior goods for which the income effect dominates the substitution effect resulting in upward sloping demand curve
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giffen goods
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Conditions for giffen good
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Inferior good
Lack of close substitution
Large part of consumer's income
Lack of close substitution
Large part of consumer's income
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Price of a y increases, consumer feels poorer, buys less x and more y
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Inferior good income effect on giffen good
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Inferior good income effect on giffen good when price of y increases
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increase in demand of y
decrease in demand of x (decrease spend on luxury)
decrease in demand of x (decrease spend on luxury)
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Substitution effect on giffen good when price of y increases
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decrease in demand for y
increase in demand for x
but Income(inferior good) effect dominates thus
increases demand for y and decreases demand for x
increase in demand for x
but Income(inferior good) effect dominates thus
increases demand for y and decreases demand for x
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Labor leisure trade off
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Trade of between leisure(x) and consumption(y)
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Price of leisure is
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wage
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Budge constraint Labor/leisure trade off
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M=PxQx+PyQy
wT=wl+PcQc
wT=wl+wL
y-intercept=wT/Pc
x-intercept=T
wT=wl+PcQc
wT=wl+wL
y-intercept=wT/Pc
x-intercept=T
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Wage increases. If substitution effect > income effect
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leisure is relatively more expensive than consumption thus consumer works more
positive slope supply-labor curve
positive slope supply-labor curve
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Wage increases, If income effect > substitution effec
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consumer feels richer and works less
negative slope supply-labor curve
negative slope supply-labor curve
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Life cycle consumption trade-off between periods
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Trade-off between consumption today and consumption in future
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Price of consumption today is
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Interest rate
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Budget constraint Period consumption trade off
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PyQy+PxQx=M
P2C2+(1+r)P1C1=M2+(1+r)M1
y-intercept: C2=M2/P2+(1+r)M1/P2
x-intercept: M1/P1
Slope=P1(1+r)/P2
P2C2+(1+r)P1C1=M2+(1+r)M1
y-intercept: C2=M2/P2+(1+r)M1/P2
x-intercept: M1/P1
Slope=P1(1+r)/P2
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Interest rate increases, If SE>IE
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Today's consumption becomes relatively more expensive, thus consumer saves more
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Interest rate increases, IF IE>SE
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Consumer feels richer, saves less