5.5
The study of consumer behavior is based on a few assumptions regarding consumer preferences.
The assumption of transitivity means that a customer's preferences are logically consistent. For example, consider three cars. Car A is a sports car, Car B is an SUV, and Car C is a sedan.
John prefers Car A over Car B. Also, he prefers Car B over Car C. By the transitivity principle, John should prefer Car A over Car C.
It is also assumed that as consumers accumulate more of a specific good, their willingness to give up another good to acquire even more of those particular good decreases.
For example, John loves to collect books. As he accumulates books, his willingness to give up another good, such as new clothes, to get one more book decreases.
This rate at which a person is willing to trade one good for another is called the Marginal Rate of Substitution, or MRS.
These assumptions, along with others like continuity of preferences, help economists model and understand consumer behavior, forming the basis for demand analysis and other areas of microeconomic theory.
Assumptions about Consumer Preferences
Two assumptions about consumer preferences were explained in the previous lesson. The remaining two are explain…
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