1. Consumer Behavior Topic 4

2. Utility  Like elasticity, Utility is another fancy name for satisfaction or happiness  Utility refers to satisfaction derived from consumption of goods and services.  To understand consumer behavior, we must know the difference between Total Utility and Marginal Utility 7-2

3. Total Utility Cumulative satisfaction derived from consumption of a specific quantity of goods or services. Example:  Lets look at Bob’s satisfaction schedule from ice cream consumption. 7-3

4. Total Utility Number of Ice CreamTotal Utility 00 util 110 util 218 util 324 util 428 util 7-4

5. Total Utility Ice Cream Total Utility 00 util 110 util 218 util 324 util 428 util Note:  No consumption provides no utility.  Higher consumption implies higher utility.  Total utility is always rising. 7-5

6. Marginal Utility Marginal utility  Extra satisfaction from the consumption one additional unit.  It is not the total cumulative satisfaction from consumption of all previous units.  It is rather the satisfaction of just one (the last) unit consumed.  Lets look at Bob’s marginal utility. 7-6

7. Marginal Utility Number of Ice Cream Total Utility 00 util 110 util 218 util 324 util 428 util Undefined 7-7 10 util 8 util 6 util 4 util Marginal Utility

8. Marginal Utility Ice Cream Marginal Utility 0Undefined 110 util 2 8 util 3 6 util 4 4 util Note:  Needs two units to compare marginal utility.  Marginal utility falls with consumption.  Can be even negative.  When MU is negative, TU must fall from previous TU 7-8

9. Law of Diminishing Marginal Utility  Bob’s marginal utility is falling with higher unit consumed.  This is not an accident.  This is in fact a behavioral assumption that economists make and call it: The Law of Diminishing Marginal Utility 7-9

10. Utility Graphically 0 10 20 30 10 8 6 4 2 0 -2 1234567 1234567 TU (1) Tacos Consumed Per Meal (2) Total Utility, Utils (3) Marginal Utility, Utils 0123456701234567 0 10 18 24 28 30 28 ] ] ] ] ] ] ] 10 8 6 4 2 0 -2 TU MU Total Utility Marginal Utility Units Consumed Per Meal Q 7-10 MU Q

11. Theory of Consumer Behavior  This theory tells us how consumers maximize utility.  It tells us how much of each goods or services consumer should buy to maximize total utility.  It finds utility maximizing:  Quantities (or Q*)  When Income (or M) is fixed  When Prices (or P) are fixed 7-11

12. Theory of Consumer Behavior Assume that  A consumer’s income M=40  Wants to purchase pizza and Video rental, where  Price of Pizza, P p =$8  Price of Video Rental, P v =$4  TU and MU for good Pizza and Video rental are known  This theory tells us how much of Pizza and video rental this consumer should purchase

13. Theory of Consumer Behavior  We need a stable preference for Pizza  This preference is expressed by TU and MU Pizza (1) Consumed per week (2) Total Utility (3) Marginal Utility 00 156 288 3112 4130 5142 6150

14. Theory of Consumer Behavior Pizza (1) Consumed per week (2) Total Utility (3) Marginal Utility 00 156 28832 311224 413018 514212 61508

15. Theory of Consumer Behavior  Similarly we need a stable Preference for Video Rental expressed by TU and MU Video Rental (1) Viewed per week (2) Total Utility (3) Marginal Utility 00 140 268 388 4100 5108 6114

16. Theory of Consumer Behavior Video Rental (1) Viewed per week (2) Total Utility (3) Marginal Utility 0 0 1 40 2 6828 3 8820 4 10012 5 1088 6 1146

17. Theory of Consumer Behavior  Which one would you consume first?  Is it your first pizza (with 56 MU)? PizzaVideo Rental (1) Consumed per week (2) Total Utility (3) Marginal Utility (1) Viewed per week (2) Total Utility (3) Marginal Utility 0000 156 140 2883226828 31122438820 413018410012 51421251088 6150861146

18. Theory of Consumer Behavior  We can’t say that yet because pizza provides higher MU, but it is more expensive  We need to take price into account, some how Pizza (P P =$8)Video Rental (P V =$4) (1) Consumed per week (2) Total Utility (3) Marginal Utility (1) Viewed per week (2) Total Utility (3) Marginal Utility 0000 156 140 2883226828 31122438820 413018410012 51421251088 6150861146

19. Theory of Consumer Behavior Pizza (P P =$8)Video Rental (P V =$4) (1) Consumed per week (2) Total Utility (3) Marginal Utility (4) Marginal Utility per $ MU P (1) Viewed per week (2) Total Utility (3) Marginal Utility (4) Marginal Utility per $ MU P 00--- 00 156 7140 10 288324268287 3112243388205 4130182.254100123 5142121.5510882 615081611461.5

20. Theory of Consumer Behavior Comparing Per dollar MU or MU P This consumer should consume in the following sequence: 1. First Video rental 2. First Pizza and Second Video rental (one of each) 3. Third video rental 4. Second Pizza 5. Third Pizza and Fourth Video Rental (one of each) 6. And no more, why? Pizza (P P =$8)Video Rental (P V =$4) (1) Consumed per week (4) Marginal Utility per $ MU P (1) Viewed per week (4) Marginal Utility per $ MU P 0---0 17110 2427 3335 42.2543 51.552 616

21. Theory of Consumer Behavior This consumption sequence indicates that to maximize utility you must consume in a way that MU for the last pizza consumed P is exactly equal to MU for the last video rentals P In this case, MU Pizza MU Video rental P pizza P Video rental 3 = =

22. Utility Maximizing Condition MU Pizza MU Video rental P Pizza P Video rental This condition simply means that the last dollar spent on each good must provide the same marginal utility This constitutes the condition for utility maximization =

23. Utility Maximizing Condition MU Pizza MU Video rental P Pizza P Video rental = However note that the above condition is fulfilled at three quantity combinations: 1 pizza and 2 video [per $ MU is 7] 3 pizza and 4 video [per $ MU is 3] 5 pizza and 6 video [per $ MU is 1.5 ] Pizza (P P =$8)Video Rental (P V =$4) (1) Quantity of Pizza (4) MU P (1) Quantity of Video Rental (4) MU P 0---0 17110 2427 3335 42.2543 51.552 616

24. Utility Maximizing Condition Among these three combinations, which one is really utility maximizing: A.1 pizza and 2 video [per $ MU is 7] B.3 pizza and 4 video [per $ MU is 3] C.5 pizza and 6 video [per $ MU is 1.5] To know that we need think about the Budget Comb. A cost [1x$8 + 2x$4] $16 (Money left) Comb. B cost [3x$8 + 4x$4] $40 (Exactly) Comb. C cost [5x$8 + 6x$4] $64 (Unaffordable)

25. Equilibrium Quantity  When the last dollar spent on each good yields the same marginal utility, there is no way to increase utility by reallocating the budget to buy some other quantity combination  This is why quantity choice at which the utility maximized is also called Equilibrium quantity

26. Equilibrium Quantity  How do we check that equilibrium quantity indeed provided highest level of utility possible  To see that we need to go back to the total utility table  Let’s compare another bundle that also costs $4o in the utility table

27. Equilibrium Quantity At the equilibrium combination TU is 212 Equilibrium Quantity suggests that no other affordable quantity choice will yield higher TU Note, 2 pizza and 6 video also cost $40 But the TU is 202 Pizza (P P =$8)Video Rental (P V =$4) (1) Quantity (2) TU (4) MU P (1) Quantit y (2) TU (4) MU P 00---00 156714010 28842687 311233885 41302.2541003 51421.551082 6150161141.5

28. Violation of Utility Max. Condition  The utility maximizing condition is violated when at the current quantity choice one of the following happens: MU Pizza MU Video rental P Pizza P Video rental MU Pizza MU Video rental P Pizza P Video rental < >

29. Violation of Utility Max. Condition  When Utility maximization condition is violated:  Clearly the consumer is not maximizing satisfaction  Therefore, not consuming equilibrium quantities  Which means, by reallocating budget across pizza and video or buying a different combination consumer can increase satisfaction

30. Violation of Utility Max. Condition  Assume that at the current level of pizza and video consumption, we have MU P MU V P P P V  What specifically would you suggest this consumer to increase satisfaction? >

31. Utility-Maximizing Conditions  Note, this situation implies that per $ MU for pizza is higher MU P MU V P P P V  Which means, pizza has a bigger bang for the buck  Therefore, this consumer should buy more pizza and less video >

32. Utility-Maximizing Conditions MU P MU V P P P V  How does buying more pizza and less video restore utility maximizing condition  What happens to MU P when more pizza is consumed?  What happens to MU V when less video is consumed?  Therefore, by reallocating this way consumer will reach equilibrium > It goes up! It goes down!

33. Where does Demand Curve Come From  Recall, demand is a relationship between:  Price and  Quantity demanded at that price  Keeping all else constant  The law of demand says that this relationship is inverse or negative  Which means:  Quantity demanded is lower at higher price and  Quantity demanded is higher at lower price  Utility theory explains why that is so

34. Where does Demand Curve Come From  Utility Theory or Consumer Behavior says that higher quantity demanded at lower price is an equilibrium choice  The law of demand comes from consumers’ utility maximizing behavior  In other words, what we will observe in few slides that when price changes MU per $ changes as well  When that happens consumers’ utility maximizing bundles changes

35. Where does Demand Curve Come From  The utility maximizing bundle changes in such a way that price and quantity choice becomes negatively related  Let’s see that using an example that we already are familiar with

36. Theory of Consumer Behavior Pizza (P P =$8)Video Rental (P V =$4) (1) Consumed per week (2) Total Utility (3) Marginal Utility (4) Marginal Utility per $ MU P (1) Viewed per week (2) Total Utility (3) Marginal Utility (4) Marginal Utility per $ MU P 00--- 00 156 7140 10 288324264247 3112243384205 4130182.25496123 5142121.55106102 615081611481.5

37. Where does Demand Curve Come From  Based on this table, from our previous analysis we know that this consumer will choose 3 pizza and 4 video rental  This is because that choice is utility maximizing equilibrium quantity choice  Now, if I want to draw the demand curve for video rental for this consumer, I will have one point of his demand curve  That is P V =4 and Q* V =4

38. Where does Demand curve come from  We can plot that point (4, 4)as follows: Price 4 4 Quantity Demanded

39. Where does Demand curve come from  However one point is not enough even for a linear demand curve. We need at least another point  To get that point, let’s increase the price of video rental from $4 to $8  If we do so, we need to update our MU table. Especially the MU/p column

40. Theory of Consumer Behavior Pizza (P P =$8)Video Rental (P V =$4) (1) Quantity (2) TU (3) MU (4) MU P (1) Quantity (2) TU (3) MU (4) MU P When P=4 (5) MU P When P=8 00--- 00 156 7140 105 2883242642463 31122433842052.5 4130182.254961231.5 5142121.55108821.25 615081611461.51

41. Where does Demand curve come from  Consumer utility maximization rule tells us that this consumer will choose a different quantity combination under new price  Specifically, based on his preference table (TU and MU) the consumer will choose  3 pizza and 2 video rental  This gives us another point on the demand curve for video rental of this consumer  Which is P V =8 and Q* V =2

42. Where does Demand curve come from Price 8 4 D 2 4 Quantity Demanded