L11 Econ 1011 Chapter Notes - Chapter 5: Reservation Price, Demand Curve, Economic Surplus

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Chapter 5 Demand
The demand curve is a relationship between the quantity demanded and all costs
monetary and nonmonetary associated with acquiring a good
Law of Demand
Law of demand People will do less of what they want to do as the cost of doing it rises
o A direct consequence of the Cost-Benefit Principle
o We measure the benefit of an activity by the highest price we’d be willing to pay
to pursue it the reservation price
o Stresses that the “cost” is the sum of all the sacrifices we must make to engage in
an activity
Needs vs. Wants
Translating Wants into Demand
Utility the satisfaction people derive from their consumption activities
Utility maximization people try to allocate their incomes so as to maximize their
satisfaction
Marginal utility the additional utility gained from consuming an additional unit of a
good
o = 
 Ex: 
 = 40 utils/cone
Law of diminishing utility the tendency for the additional utility gained from
consuming an additional unit of a good to diminish as consumption increases beyond
some point
o Ex: the more cones Sarah consumes each hour, the smaller her marginal utility
will be
o Suggests that spending all of your money on a single good isn’t a good strategy
o Rather than devote more and more money to the purchases of a good we already
consume in large quantities, we generally do better to spend that money on other
goods we don't have much of, whose marginal utility will likely be higher
o Some consumption activities exhibit an increasing marginal utility
Ex: Sarah has $400/year to spend on ice cream
o Chocolate - $2/pint and marginal utility is 16 utils/pint 8 utils/$
o Vanilla - $1/pint and marginal utility is 12 utils/pint 12 utils/$
o If she spends $200 a year on vanilla and $200 on chocolate, is she maximizing her
utility?
No, vanilla yields a higher marginal utility than chocolate
If she spends $100 less on chocolate, that would boost her utility by 24
utils, for a net gain of 8 utils
She is spending too little on vanilla and too much on chocolate
o If she is buying 300 pints of vanilla, and 50 pints of chocolate, is she maximizing
her utility?
She is spending too much on vanilla now and too little on chocolate
Optimal combination the affordable combination that yields the highest total utility
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