消费者选择行为课件

第三章消费者行为理论1、序言2、理性行为的假设3、基数效用论及其结论4、序数效用论及其结论5、消费者剩余6、租金2019-10经济学大序理论上:需求曲线的进一步解释一为什么是单调递减的?实践上:消费者如何进行消费选择可以获得最大的满足感消费者到底在千什么?在既定收入的约束之下,如何在众多的商品中选择一揽子商品(商品组合,portfolio),使其可获得最大的满足感(即其所谓的“效用”)行为理性化假设假设一个决策者面临几种可供选择方案时,会选择其中使他的效用达到最大满足的那个方案(1)假设行为主体知道自己想要什么;(2)假设行为选择与目标之间具有逻辑一致性。理解这一基本假设需要注意几点(1)它假设行为主体具有对自己福利和目标的判断能力但是并不假设目标和动机本身的好坏高下(2)假设人们行为选择与他们对自身福利和目标的理解具有逻辑一致性,但并不假设他们总是能够达到预期目标(3)假设是对人们行为动机的简化表达,并不排除影响人们选择行为除了有理性因素之外,实际还有感情,道义,信仰等因素oButthereisaflyintheointment!ThisonlyworksifpeopleareabsolutelyrationalAbsolutelyrationalpeoplenevermakemistakes,andalwaysmakethechoicesthatarebestforthem-neverfeelregretsbecausetheyhavenothingtoregret.Butrealpeopleareonlyrelativelyrational:wemakemistakes,andwhenweareawareofthemwetrytocorrectourerrorsbutsometimeswearenotevenawareofthem.InEconomic,thingsarejustasneoclassicaleconomicsenvisionsthem,sothewillingness-to-paymeasurecanbeused.Butintherealworld,peoplemaychoosewhatiswrongforthem,sothattheirchoicesmaynot(directly)revealtheirsubjectivebenefits.Canthewillingness-to-paymeasurebeappliedintherealworld?oItcanbeapplied,althoughitmustbeappliedcautiouslyandwithsomecorrectionsfrompsychology.Ihavenotbeenquitejusttoneoclassicaleconomists,afterall.Theneoclassicalsdonotreallyassumethatindividualsareabsolutelyrational.Rather,theneoclassicalideaisthatontheaverage,peoplechooseasiftheywereabsolutelyrational.Theneoclassicaleconomistadmitsthatpeoplemakemistakes,butarguesthat,justbecausethesemis