1. Chapter 3 Consumer Behavior

2. Chapter 32©2005 Pearson Education, Inc. Introduction How are consumer preferences used to determine demand? How do consumers allocate income to the purchase of different goods? How do consumers with limited income decide what to buy?

3. Chapter 33©2005 Pearson Education, Inc. Consumer Behavior Theory of consumer behavior  The explanation of how consumers allocate income to the purchase of different goods and services

4. Chapter 34©2005 Pearson Education, Inc. Consumer Behavior There are three steps involved in the study of consumer behavior 1.Consumer Preferences  To describe how and why people prefer one good to another 2.Budget Constraints  People have limited incomes

5. Chapter 35©2005 Pearson Education, Inc. Consumer Behavior 3.Given preferences and limited incomes, what amount and type of goods will be purchased?  What combination of goods will consumers buy to maximize their satisfaction?

6. Chapter 36©2005 Pearson Education, Inc. Consumer Preferences How might a consumer compare different groups of items available for purchase? A market basket is a collection of one or more commodities. Individuals can choose between market baskets containing different goods

7. Chapter 37©2005 Pearson Education, Inc. Consumer Preferences – Basic Assumptions 1.Preferences are complete.  Consumers can rank market baskets 2.Preferences are transitive.  If prefer A to B, and B to C, the must prefer A to C 3.Consumers always prefer more of any good to less.  More is better

8. Chapter 38©2005 Pearson Education, Inc. Consumer Preferences Consumer preferences can be represented graphically using indifference curves Indifference curves represent all combinations of market baskets that the person is indifferent  A person will be equally satisfied with either choice

9. Chapter 39©2005 Pearson Education, Inc. Indifference Curves: An Example Market BasketUnits of FoodUnits of Clothing A2030 B1050 D4020 E3040 G1020 H1040

10. Chapter 310©2005 Pearson Education, Inc. Indifference Curves: An Example Graph the points with one good on the x- axis and one good on the y-axis Plotting the points we can make some immediate observations about preferences  More is better

11. Chapter 311©2005 Pearson Education, Inc. The consumer prefers A to all combinations in the blue box, while all those in the pink box are preferred to A. Indifference Curves: An Example Food 10 20 30 40 10203040 Clothin g 50 G A EH B D

12. Chapter 312©2005 Pearson Education, Inc. Indifference Curves: An Example Points such as B & D have more of one good but less of another compared to A  Need more information about consumer ranking Consumer may decide they are indifference between B, A and D  We can then connect those points with an indifference curve

13. Chapter 313©2005 Pearson Education, Inc. Indifferent between B, A, & D E is preferred to U 1 U 1 is preferred to H & G Indifference Curves: An Example Food 10 20 30 40 10203040 Clothin g 50 U1U1 G D A E H B

14. Chapter 314©2005 Pearson Education, Inc. Indifference Curves Any market basket lying northeast of an indifference curve is preferred to any market basket that lies on the indifference curve. Points on the curve are preferred to points southwest of the curve

15. Chapter 315©2005 Pearson Education, Inc. Indifference Curves Indifference curves slope downward to the right.  If it sloped upward it would violate the assumption that more is preferred to less.

16. Chapter 316©2005 Pearson Education, Inc. Indifference Curves To describe preferences for all combinations of goods/services, we have a set of indifference curves – an indifference map  Each indifference curve in the map shows the market baskets among which the person is indifferent.

17. Chapter 317©2005 Pearson Education, Inc. U2U2 U3U3 Indifference Map Food Clothing U1U1 A B D Market basket A is preferred to B. Market basket B is preferred to D.

18. Chapter 318©2005 Pearson Education, Inc. Indifference Maps Indifference maps give more information about shapes of indifference curves  Indifference curves can not cross  Why? What if we assume they can cross.

19. Chapter 319©2005 Pearson Education, Inc. Indifference Maps Food Clothing B is preferred to D A is indifferent to B & D B must be indifferent to D but that can’t be if B is preferred to D U1U1 U1U1 U2U2 U2U2 A B D

20. Chapter 320©2005 Pearson Education, Inc. Indifference Curves The shapes of indifference curves describes how a consumer is willing to substitute one good for another  A to B, give up 6 clothing to get 1 food  D to E, give up 2 clothing to get 1 food The more clothing and less food a person has, the more clothing they will give up to get more food

21. Chapter 321©2005 Pearson Education, Inc. A B D E G -6 1 1 -4 -2 1 1 Observation: The amount of clothing given up for 1 unit of food decreases from 6 to 1 Indifference Curves Food Clothing 23451 2 4 6 8 10 12 14 16

22. Chapter 322©2005 Pearson Education, Inc. Indifference Curves We measure how a person trades one good for another using the marginal rate of substitution (MRS)  It 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.

23. Chapter 323©2005 Pearson Education, Inc. Marginal Rate of Substitution Food 23451 Clothing 2 4 6 8 10 12 14 16 A B D E G -6 1 1 1 1 -4 -2 MRS = 6 MRS = 2

24. Chapter 324©2005 Pearson Education, Inc. Marginal Rate of Substitution Indifference curves are convex  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. Consumers generally prefer a balanced market basket

25. Chapter 325©2005 Pearson Education, Inc. Marginal Rate of Substitution The MRS decreases as we move down the indifference curve  Along an indifference curve there is a diminishing marginal rate of substitution.  The MRS went from 6 to 4 to 1

26. Chapter 326©2005 Pearson Education, Inc. Marginal Rate of Substitution Indifference curves with different shapes imply a different willingness to substitute Two polar cases are of interest  Perfect substitutes  Perfect complements

27. Chapter 327©2005 Pearson Education, Inc. Marginal Rate of Substitution Perfect Substitutes  Two goods are perfect substitutes when the marginal rate of substitution of one good for the other is constant.  Example: a person might consider apple juice and orange juice perfect substitutes They would always trade 1 glass of OJ for 1 glass of Apple Juice

28. Chapter 328©2005 Pearson Education, Inc. Consumer Preferences Orange Juice (glasses) Apple Juice (glasses) 2341 1 2 3 4 0 Perfect Substitutes

29. Chapter 329©2005 Pearson Education, Inc. Consumer Preferences Perfect Complements  Two goods are perfect complements when the indifference curves for the goods are shaped as right angles.  Example: If have 1 left shoe and 1 right shoe, you are indifferent between having more left shoes only

30. Chapter 330©2005 Pearson Education, Inc. Consumer Preferences Right Shoes Left Shoes 2341 1 2 3 4 0 Perfect Complements

31. Chapter 331©2005 Pearson Education, Inc. Consumer Preferences We have assumed all our commodities are “goods” There are commodities we don’t want more of - bads  Things for which less is preferred to more Examples  Air pollution  Asbestos

32. Chapter 332©2005 Pearson Education, Inc. Consumer Preferences How do we account for bads in our preference analysis?  We redefine the commodity Clean air Pollution reduction Asbestos removal

33. Chapter 333©2005 Pearson Education, Inc. Consumer Preferences The theory of consumer behavior does not require assigning a numerical value to the level of satisfaction Although ranking of market baskets are good, sometimes numerical value are useful

34. Chapter 334©2005 Pearson Education, Inc. Consumer Preferences Utility  A numerical score representing the satisfaction that a consumer gets from a given market basket.  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.

35. Chapter 335©2005 Pearson Education, Inc. Utility Utility function  Formula that assigns a level of utility to individual market baskets  If the utility function is U(F,C) = F + 2C A market basket with 8 units of food and 3 units of clothing gives a utility of 14 = 8 + 2(3)

36. Chapter 336©2005 Pearson Education, Inc. Utility - Example Market Basket FoodClothingUtility A838 + 2(3) = 14 B646 + 2(4) = 14 C444 + 2(4) = 12 Consumer is indifferent between A & B and prefers both to C

37. Chapter 337©2005 Pearson Education, Inc. Utility - Example Baskets for each level of utility can be plotted to get an indifference curve  To find the indifference curve for a utility of 14, we can change the combinations of food and clothing that give us a utility of 14

38. Chapter 338©2005 Pearson Education, Inc. Utility - Example Food 10155 5 10 15 0 Clothing U 1 = 25 U 2 = 50 U 3 = 100 A B C BasketU = FC C25 = 2.5(10) A25 = 5(5) B25 = 10(2.5)

39. Chapter 339©2005 Pearson Education, Inc. Utility Although we numerically rank baskets and indifference curves, numbers are ONLY for ranking A utility of 4 is not necessarily twice as good as utility of 2

40. Chapter 340©2005 Pearson Education, Inc. 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.

41. Chapter 341©2005 Pearson Education, Inc. Utility The actual unit of measurement for utility is not important. An ordinal ranking is sufficient to explain how most individual decisions are made.

42. Chapter 342©2005 Pearson Education, Inc. 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.

43. Chapter 343©2005 Pearson Education, Inc. Budget Constraints The Budget Line  Indicates all combinations of two commodities for which total money spent equals total income.  We assume only 2 goods are consumed, so we do not consider savings

44. Chapter 344©2005 Pearson Education, Inc. 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.

45. Chapter 345©2005 Pearson Education, Inc. The Budget Line The budget line then can be written: All income is allocated to food (F) and/or clothing (C)

46. Chapter 346©2005 Pearson Education, Inc. The Budget Line Different choices of food and clothing can be calculated that use all income Example:  Assume income of $80/week, P F = $1 and P C = $2

47. Chapter 347©2005 Pearson Education, Inc. Budget Constraints Market Basket Food P F = $1 Clothing P C = $2 Income I = P F F + P C C A040$80 B2030$80 D4020$80 E6010$80 G800$80

48. Chapter 348©2005 Pearson Education, Inc. The Budget Line 10 20 A B D E G ( I/P C ) = 40 Food 4060 80 = ( I/P F ) 20 10 20 30 0 Clothing

49. Chapter 349©2005 Pearson Education, Inc. 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.

50. Chapter 350©2005 Pearson Education, Inc. The Budget Line The slope indicates the rate at which the two goods can be substituted without changing the amount of money spent. We can rearrange the budget line equation to make this more clear

51. Chapter 351©2005 Pearson Education, Inc. The Budget Line

52. Chapter 352©2005 Pearson Education, Inc. Budget Constraints The Budget Line  The vertical intercept (I/PC), illustrates the maximum amount of C that can be purchased with income I.  The horizontal intercept (I/PF), illustrates the maximum amount of F that can be purchased with income I.

53. Chapter 353©2005 Pearson Education, Inc. The Budget Line As we know, income and prices can change As incomes and prices change, there are changes in budget lines We can show the effects of these changes on budget lines and consumer choices

54. Chapter 354©2005 Pearson Education, Inc. The Budget Line - Changes The Effects of Changes in Income  An increase in income causes the budget line to shift outward, parallel to the original line (holding prices constant).  Can buy more of both goods with more income

55. Chapter 355©2005 Pearson Education, Inc. The Budget Line - Changes The Effects of Changes in Income  A decrease in income causes the budget line to shift inward, parallel to the original line (holding prices constant).  Can buy less of both goods with less income

56. Chapter 356©2005 Pearson Education, Inc. The Budget Line - Changes A increase in income shifts the budget line outward Food (units per week) Clothing (units per week) 8012016040 20 40 60 80 0 ( I = $160) L2L2 ( I = $80) L1L1 L3L3 ( I = $40) A decrease in income shifts the budget line inward

57. Chapter 357©2005 Pearson Education, Inc. The Budget Line - Changes The Effects of Changes in Prices  If the price of one good increases, the budget line shifts inward, pivoting from the other good’s intercept.  If price of food increases and you buy only food (x-intercept), then can’t buy as much food. The point shifts in  If buy only clothing (y-intercept), can buy the same amount. No change

58. Chapter 358©2005 Pearson Education, Inc. The Budget Line - Changes The Effects of Changes in Prices  If the price of one good decreases, the budget line shifts outward, pivoting from the other good’s intercept.  If price of food decreases and you buy only food (x-intercept), then can buy more food. The point shifts out.  If buy only clothing (y-intercept), can buy the same amount. No change

59. Chapter 359©2005 Pearson Education, Inc. The Budget Line - Changes ( 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. 40 Food (units per week) Clothing (units per week) 80 120 160 40

60. Chapter 360©2005 Pearson Education, Inc. The Budget Line - Changes The Effects of Changes in Prices  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

61. Chapter 361©2005 Pearson Education, Inc. The Budget Line - Changes The Effects of Changes in Prices  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

62. Chapter 362©2005 Pearson Education, Inc. Consumer Choice Given preferences and budget constraints, how do consumers choose what to buy? Consumers choose a combination of goods that will maximize their satisfaction, given the limited budget available to them.

63. Chapter 363©2005 Pearson Education, Inc. Consumer Choice The maximizing market basket must satisfy two conditions: 1.It must be located on the budget line. 2.It must give the consumer the most preferred combination of goods and services.

64. Chapter 364©2005 Pearson Education, Inc. Consumer Choice Graphically we can see different indifference curves of a consumer choosing between clothing and food Remember that U3 > U2 > U1 for our indifference curves Consumer wants to choose highest utility within their budget

65. Chapter 365©2005 Pearson Education, Inc. Consumer Choice Consumer will choose highest indifference curve on budget line In previous graph, point C is where the indifference curve is just tangent to the budget line Slope of the budget line equals the slope of the indifference curve at this point

66. Chapter 366©2005 Pearson Education, Inc. Consumer Choice Recall, the slope of an indifference curve is: Further, the slope of the budget line is:

67. Chapter 367©2005 Pearson Education, Inc. Consumer Choice Therefore, it can be said at consumer’s optimal consumption point,

68. Chapter 368©2005 Pearson Education, Inc. 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). Note this is ONLY true at the optimal consumption point

69. Chapter 369©2005 Pearson Education, Inc. Consumer Choice Optimal consumption point is where marginal benefits equal marginal costs MB = MRS = benefit associated with consumption of 1 more unit of food MC = cost of additional unit of food

70. Chapter 370©2005 Pearson Education, Inc. Consumer Choice If MRS ≠ P F /P C then individuals can reallocate basket to increase utility If MRS > P F /P C  Will increase food and decrease clothing until MRS = P F /P C If MRS < P F /P C  Will increase clothing and decrease food until MRS = P F /P C

71. Chapter 371©2005 Pearson Education, Inc. Consumer Choice A corner solution exists if a consumer buys in extremes, and buys all of one category of good and none of another.

72. Chapter 372©2005 Pearson Education, Inc. A Corner Solution Ice Cream (cup/month) Frozen Yogurt (cups monthly) B A U2U2 U3U3 U1U1 A corner solution exists at point B.