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Chapter 5

Consumer Behavior

유틸리티의 개념
유틸리티의 개념
Customers use many products that give them pleasure or satisfaction. Utility refers to the measure of satisfaction or well-being that a consumer derives ...
한계효용
한계효용
Consider a girl riding her motorcycle under the hot sun, feeling thirsty. Spotting a gas station, she buys a bottle of water. This first bottle of water ...
총효용과 한계효용의 관계
총효용과 한계효용의 관계
Total utility, or TU, is the overall satisfaction with the consumption of all units of a product. Consider the utility that John gets from eating pizzas ...
소비자 선호 I
소비자 선호 I
Consumer preferences are based on a few assumptions that help simplify consumer behavior. A market basket or a bundle refers to a combination of goods and ...
소비자 선호도 II
소비자 선호도 II
The study of consumer behavior is based on a few assumptions regarding consumer preferences. The assumption of transitivity means that a customer's ...
무관심 곡선
무관심 곡선
An indifference curve is a graphical representation of a consumer's preferences. A consumer is indifferent among different combinations of two ...
무관심 곡선 I의 특징
무관심 곡선 I의 특징
Nancy loves coffee and sandwiches. Her preferences for various combinations of coffee and sandwiches consumed weekly are represented in IC1. It gives her ...
무관심 곡선 II의 특징
무관심 곡선 II의 특징
Suppose indifference curve IC1 represents John's preferences for weekly consumption of goods X and Y. Now imagine another indifference curve IC2, ...
한계 대체율(Marginal Rate of Substitution) 계산
한계 대체율(Marginal Rate of Substitution) 계산
The marginal rate of substitution, or MRS, is the rate at which a consumer is ready to give up one product in exchange for another while maintaining the ...
한계 대체율(Marginal Rate of Substitution)
한계 대체율(Marginal Rate of Substitution)
Marginal Rate of Substitution, or MRS, measures the amount of one good that a consumer can sacrifice in order to gain an additional unit of another good ...
무관심 곡선의 유형
무관심 곡선의 유형
Indifference curves are usually convex to the origin due to the diminishing marginal rate of substitution. However, the shape of indifference curves ...
예산 제약 조건 I
예산 제약 조건 I
Budget constraint helps to describe the combinations of products a consumer can afford to buy with their limited income. For instance, a student receives ...
예산 제약 II
예산 제약 II
The slope of the budget constraint represents the rate at which a consumer can trade one product for another. For example, a student spends his weekly ...
예산 제약에 영향을 미치는 요인 I
예산 제약에 영향을 미치는 요인 I
A Budget constraint or budget line represents the various combinations of two products a consumer can purchase, given their income and the prices of ...
예산 제약에 영향을 미치는 요인 II
예산 제약에 영향을 미치는 요인 II
A budget constraint or budget line is affected by a change in the income of the consumer. For instance, a student receives a weekly allowance of $100 that ...
소비자의 선택 I
소비자의 선택 I
Consumer choice involves selecting a combination of products as a market basket, or a product bundle. The chosen bundle should provide the highest level ...
소비자의 선택 II
소비자의 선택 II
Consumer choice involves selecting a bundle that provides the highest level of satisfaction to the consumer under the constraints of their budget. The ...
소비자의 선택 III
소비자의 선택 III
The optimal bundle that gives maximum satisfaction to a consumer lies at the point where the budget line touches the highest possible indifference curve. ...
가격 변동의 총 효과
가격 변동의 총 효과
When the price of a product changes, it affects the consumption behavior of the consumer. This change in consumption is called the price effect or the ...
소득과 대체효과
소득과 대체효과
When the price of a product changes, it affects the consumption behavior of the consumer. This change in consumption is called the total effect, which is ...
가격 소비 곡선
가격 소비 곡선
When the price of a good changes, the consumer purchases a different optimal bundle of the two goods in response to the price change. Each time the price ...
가격 소비 곡선에서 수요 곡선 도출
가격 소비 곡선에서 수요 곡선 도출
The price consumption curve shows how the optimal bundle changes with the change in prices of one good. For example, the student changed their purchase of ...
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