MGEA01H3 Chapter 10: The Rational Consumer (Chapter 10)

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MGEA01H3 Full Course Notes
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Utility: is a measure of the satisfaction the consumer derives from consumption of a good or service. Consumption bundle: is the collection of all the goods and services consumed by an individual. Utility function: gives the total utility generated by his or her consumption bundle. Consumers use consumption in order to produce utility. The concept of the utility function is to represent the fact that when people consume, they take into account their preferences and tastes in a more or less rational way. When consumers make a decision, they will first consider the changes in his/her utility from consuming one more of a good or service; this illustrates the point that to maximize total utility, consumers must focus on marginal utility. Marginal utility: is the change in total utility generated by consuming one additional unit of that good or service. Marginal utility curve: shows how marginal utility depends on the quantity of a good or service.

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