When building a model of consumer decision-making, we started by developing an

understanding of such decision- making as being "at the Margin."

Explain
1. What is meant by the phrase “at the Margin” in the context of decision-making and
Marginal Utility, MU?
Marginal utility is the amount by which an individual’s total utility rises with the
consumption of an additional unit of a good, service, or activity is known. The margin is
an important concept in economics. Economists suggest that rational consumption
decisions are made at the margin.
In the context of decision making, the phrase "at the Margin" may mean that the
decision about anything by an individual is taken by keeping into consideration the other
alternatives and the other factors. We are never making decisions in a vacuum; rather all
decisions are made at the margin. This means that they represent relative tradeoffs based
on who we are, what we need and what we prefer. These are all highly context-specific
and change based on time and place

2. Why the measure of Marginal Utility, MU can rise over the first few units of
consumption but then begin to diminish or decline as consumption continues?