Consumer nyiam thiab marginal nqi hluav taws xob, cov kev tswv yim

Consumer nyiam - nws yog ib lub cuab tam ntawm kev kawm qhov kev thov, uas tso cai rau koj kom paub tias dab tsi cov khoom thiab ntau npaum li cas nyob rau hauv coob ntawm cov hom phiaj cov neeg tuaj saib. Customer kev txiav txim siab txog kev noj ntawm kev khoom thiab yog lub hauv paus ntawm kev ua lag luam coob. To taub cov kev xav tau ntawm koj tej zaum cov neeg - tus yuam sij rau tau txais ib tug guaranteed profit. Vim hais tias kev ua lag luam kev tshawb fawb, uas taw rau cov cim ntawm cov nyiam tseem ceeb rau hauv qhuav thiab kev npaj rau theem thiab ntawm tag nrho cov theem ntawm ntau lawm, xws li tus xyuas ntawm nws zoo. Ntawm cov hoob kawm, tsuas yog ib cov neeg siv nyiam muab tsis tau ntaub ntawv txaus los mus twv seb yuav ua li cas thov yuav nyob rau hauv ntau lawm. Vim hais tias qhov kev thov yog los ntawm ntau yam tseem ceeb.

Consumer nyiam yuav ntsuas. Nyob rau hauv lawv tsom xam siv lub tswvyim ntawm marginal nqi hluav taws xob. Nws twb tau muab siv ntau tshaj 150 xyoo dhau los muaj ib tug German Gossen, uas nws cov thwjtim los ua tus founders ntawm lub Austrian tsev kawm ntawv ntawm kev kawm txog zauv thiab kev khwv nyiaj txiag. Nws Gossen thawj los ua li zoo rau kawm neeg nyiam, thiab cov marginal nqi hluav taws xob ntawm nws txhais yog ntau nqi hluav taws xob los ntawm txhua successive noj khoom. Ib tug classic piv txwv - ib leeg settler nyob rau hauv lub hav zoov thiab ib tug ob peb hnab ntawm grain. Tom qab ntawd thawj lub hnab tsim los cawm tau nws los ntawm starvation, lub thib tsib - mus pub ib tug leeb nkaub, entertaining party lawv chatter. Nws yog tseeb hais tias nyob rau hauv cov ntaub ntawv no, lub chaw tso dej ntawm lub thib tsib lub hnab yog lub qhov kawg.

Nyob rau lub hauv paus ntawm thwmsim thiab cov tswvyim puas siab puas ntsws economists 19. Nws twb muab cov kev cai lij choj ntawm ploj zuj zus marginal nqi hluav taws xob. Nws twb pom hais tias raws li lub usefulness ntawm tej noo, decreases thiab tus nqi ntawm tej yam uas nyob rau hauv lub qhov muag ntawm nws tus tswv. Puas tus marginal nqi hluav taws xob nyob rau hauv lub lag luam tus nqi? Yog, ntawm chav kawm, vim hais tias tus nqi yog txiav txim los ntawm xws li cov marginal nqi hluav taws xob ntawm qhov kawg ntawm cov khoom noj. Yog li ntawd, cov uas tsis tshua nkag tau mus rau cov khoom, qhov ntau nyuaj kom tau raws li qhov yuav tsum tau rau nws - lub siab lub marginal nqi hluav taws xob, thiab raws li, thiab tus nqi. Raws li txoj kev cai no yog ua txhua yam thiab cov neeg siv nyiam? Nws yog yooj yim: lub buyer lossi uas lub marginal nqi hluav taws xob los ntawm cov khoom thiab muab piv rau txoj kev sib txawv pab, piv lawv nrog txhua lwm yam. Yog hais tias cov khoom yog poob lawv cov usefulness, lub buyer yuav hloov nws nrog lwm tus.

Feem ntau, neeg nyiam pom tau hais tias nyob rau hauv kev sib raug zoo tsis tau ib tug khoom, thiab tag nrho cov pab pawg neeg. Kawm ntau yam ntawm cov khoom, systematically noj ib lub hom phiaj cov neeg tuaj saib. Hais tias yog, nws yog ib tug kev tshawb nrhiav txog lawv nyiam cov khoom: nkawm khau, khaub ncaws, khoom noj khoom haus. Nyob rau hauv ua li ntawd, cov yam tseem ceeb influencing nyiam ntaus nqi cov hom phiaj (tus kheej nyiaj khwv tau los, cov khoom zoo thiab tus nqi) thiab subjective (tus kheej tastes).

Thaum txoj kev tshawb no thiab ntsuas ntawm tus neeg nyiam yog feem ntau yooj yim rau siv cov duab graphs. Yog hais tias siv nyob rau hauv lawv siv cardinal mus kom ze general teeb los yog marginal nqi hluav taws xob yog nyob rau ntawm tus nqi ntawm cov ntim khoom. Nws yog assumed tias lub buyer zoo ibyam li lawv lub pob tawb ntawm kev noj nyob rau theem ntawm lawv hau.

Ordinal le caag yuav qhov kev siv ntawm indifference curves, uas yog, xws li kos duab, txhua taw tes rau uas - sib npaug rau cov kev pab ntawm cov kev pab nrog rau tib theem ntawm nqi hluav taws xob. Yog xav paub ntxiv txog cov kev le caag los ntsuas neeg nyiam thiab cov piv txwv ntawm graphs yuav pom nyob rau hauv lub tshwj xeeb ntaub ntawv.

Cov theem tom ntej nyob rau hauv qhov kev soj ntsuam ntawm kev thov - mus txog lub uas pom tias nyiam rau cov nyiaj txiag possibilities, piv txwv li nyiaj txiag tsom xam. Consumer xaiv yog lub txiaj ntsim ntawm optimization, qhov twg lub buyer muab cov nyiaj khwv tau thiaj li hais tias siv rau txhua yam khoom hauv lub xeem monetary tsev qhia tib yam li marginal nqi hluav taws xob.

Los ntawm cov tshuaj tiv thaiv ntawm cov neeg rau nqe kev hloov thiab cov nyiaj tau los koj yuav muab lawv mus rau hauv pab pawg raws li ntau yam yam ntxwv (theem ntawm cov nyiaj khwv tau, hom noj) thiab graphically tso saib ua lag luam thiab neeg coob.