ECO 2023 Lecture Notes - Lecture 3: Marginal Utility, Demand Curve

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18 Oct 2016
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Some explanations include: the income effect of a price change, the substitution effect of a price change, diminishing marginal utility. Before considering the non-price factors that affect the demand for a good, let"s consider an alternative view of what a demand curve is. Our current interpretation says that a demand curve identifies the maximum number of units a consumer will purchase each period at each possible price, all other factors constant. That is, pick a price and identify the maximum number of units demanded. Then, repeat this across a range of prices. The collection of these price/quantity combinations is the consumer"s demand curve for the good. Alternatively, a demand curve may be interpreted in terms of the consumer"s marginal maximum willingness to pay (wtp). The collection of these wtp/ quantity combinations is the consumer"s demand curve for the good. It follows that individual demand curves are often referred to as (marginal) wtp curves.

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