Household Behavior and Consumer Choice

CHAPTER 5
Household Behavior and

Consumer Choice
Prepared by: Fernando

Quijano
and Yvonn Quijano
2002 Prentice Hall Business Publishing Principles of Economics, 6/e Karl Case, Ray Fair
Understanding the Microeconomy and the
Role of Government
Part Two Part Three
Chapter 5 Chapters 7-8 Chapters 12-15
Household Behavior Equilibrium
in Competitive
Demand in output Output Markets Market Imperfections
markets and the Role of
Short run Government
Supply in input
markets Long run Chapter 11 Imperfect market
structures
The Competitive
Market System Externalities, public
goods, imperfect
General information, social
equilibrium and choice
Chapters 6-7 Chapters 9-10
efficiency
Income distribution
Firm Behavior Competitive and poverty
Input Markets
Choice of
technology Labor/land
Supply in output Capital

markets
Demand in input
markets
Firms and Household Decisions
Perfect Competition
A key assumption in the study of

household and firm behavior is that
all input and output markets are
perfectly competitive.
Perfect competition is an industry
structure in which there are many
firms, each small relative to the
industry, producing virtually identical
(or homogeneous) products and in
which no firm is large enough to have
any control over price.
Perfect Knowledge
We also assume that households

and firms possess all the information
they need to make market choices.
Perfect knowledge is the assumption
that households posses a knowledge of
the qualities and prices of everything
available in the market, and that firms
have all available information
concerning wage rates, capital costs,
and output prices.
Household Choice in Output Markets
Every household must make

three basic decisions:
1. How much of each product, or
output, to demand.
2. How much labor to supply.
3. How much to spend today and

how much to save for the
future.
Determinants of Household Demand (review)
Factors that influence the quantity of a given good or

service demanded by a single household include:
The price of the product in question.
The income available to the household.
The households amount of accumulated wealth.
The prices of related products available to the

household.
The households tastes and preferences.
The households expectations about future

income, wealth, and prices.
The Budget Constraint
The budget constraint

refers to the limits imposed
on household choices by
income, wealth, and
product prices.
A choice set or
opportunity set is the set
of options that is defined by
a budget constraint.
A budget constraint
separates those
combinations of goods and
services that are available,
given limited income, from
those that are not. The
available combinations
make up the opportunity
set.
Choice Set or Opportunity Set
Possible Budget Choices of a Person Earning $1,000 Per

Month After Taxes
MONTHLY OTHER
OPTION RENT FOOD EXPENSES TOTAL AVAILABLE?
A $ 400 $250 $350 $1,000 Yes
B 600 200 200 1,000 Yes
C 700 150 150 1,000 Yes
D 1,000 100 100 1,200 No
The real cost of a good or service is its opportunity

cost, and opportunity cost is determined by relative
prices.
When a consumers income is allocated

entirely towards the purchase of only two
goods, X and Y, the consumers income
equals:
I X . P X Y . PY
where: I = consumers income
X = quantity of good X purchased
Y = quantity of good Y purchased
PX = price of good X
PY = price of good Y
The Budget Line
The budget line shows the maximum quantity of

two goods, X and Y, that can be purchased with
a fixed amount of income, expressed as Y= f(X).
We can derive the budget I X . P X Y . PY

line by rearranging the I X . P X Y . PY
terms in the income I X .PX
equation, as follows: Y
PY PY
I PX
Budget Line Y X
PY PY
The Budget Line
I PX The Y-intercept of the

Y X budget line shows the
PY PY I
amount of good Y that
can be purchased when P Y
all income is spent on
good Y.
The slope of the

PX
budget line equals the
ratio of the goods PY
prices.
The Budget Line
This is the budget

constraint when
income equals $200
dollars per month, the
price of a jazz club
visit is $10 each, and
the price of a Thai
meal is $20.
One of the possible
combinations is 5 Thai
meals and 10 Jazz
club visits per month.
The Budget Line
Point E is
unattainable, and
point D does not
exhaust the entire
income available.
The Budget Line
A decrease in the
price of Thai meals
shifts the budget line
outward along the
horizontal axis.
The decrease in the
price of one good
expands the
consumers
opportunity set.
The Basis of Choice: Utility
Utility is the satisfaction, or

reward, a product yields relative
to its alternatives. The basis of
choice.
Marginal utility is the additional

satisfaction gained by the
consumption or use of one more
unit of something.
Diminishing Marginal Utility
The law of diminishing

marginal utility:
The more of one good
consumed in a given
period, the less satisfaction
(utility) generated by
consuming each additional
(marginal) unit of the same
good.
Diminishing Marginal Utility
Total Utility and Marginal Utility of

Trips to the Club Per Week
TRIPS TO MARGINAL
CLUB TOTAL UTILITY UTLITY
0 0
1 12 12
2 22 10
3 28 6
4 32 4
5 34 2
6 34 0
Total utility increases

at a decreasing rate,
while marginal utility
decreases.
The Utility-Maximizing Rule
Utility-maximizing consumers spread out

their expenditures until the following
condition holds:
M U M U
X
Y
PX PY
where: MUX = marginal utility derived from the last unit
of X consumed.
MUY = marginal utility derived from the last unit
of Y consumed.
Y = quantity of Y purchased
PX = price of good X
PY = price of good Y
Allocation of Fixed Expenditure Per Week Between
Two Alternatives
(5)
(1) (2) (3) (4) MARGINAL
TRIPS TO CLUB PER TOTAL MARGINAL PRICE UTILITY PER
WEEK UTILITY UTILITY (MU) (P) DOLLAR (MU/P)
1 12 12 $ 3.00 4.0
2 22 10 3.00 3.3
3 28 6 3.00 2.0
4 32 4 3.00 1.3
5 34 2 3.00 0.7
6 34 0 3.00 0
(1) (2)
BASKETBALL TOTAL (3) (4) (5)
GAMES PER WEEK UTILITY (MU) (P) (MU/P)
1 21 21 $ 6.00 3.5
2 33 12 6.00 2.0
3 42 9 6.00 1.5
4 48 6 6.00 1.0
5 51 3 6.00 .5
6 51 0 6.00 0
Diminishing Marginal Utility and Downward-
Sloping Demand
Diminishing marginal
utility helps to explain
why demand slopes
down.
Marginal utility falls
with each additional
unit consumed, so
people are not willing
to pay as much.
Income and Substitution Effects
Price changes affect households

in two ways:
The income effect:
Consumption changes
because purchasing power
changes.
The substitution effect:
Consumption changes
because opportunity costs
change.
The Income Effect of a Price Change
When the price of a product

falls, a consumer has more
purchasing power with the same
amount of income.
rises, a consumer has less
purchasing power with the same
amount of income.
The Substitution Effect of a Price Change

falls, that product becomes more
attractive relative to potential
substitutes.

rises, that product becomes less
attractive relative to potential
substitutes.
Income and Substitution Effects of a Price
Change
Price of a good
or service
Household is Income Household buys
better off effect more
FALLS
Opportunity
Substitution Household buys
cost of the
effect more
good falls
Household is Income Household buys

worse off effect less
RISES
Opportunity
Substitution Household buys
cost of the
effect less
good rises
Consumer Surplus
Consumer surplus
is the difference
between the
maximum amount a
person is willing to
pay for a good and its
current market price.
Consumer surplus
measurement is a key
element in cost-
benefit analysis.
The Diamond/Water Paradox
The diamond/water paradox states that:
1. the things with the greatest value in

use frequently have little or no value in
exchange, and
2. the things with the greatest value in

exchange frequently have little or no
value in use.
Household Choice in Input Markets
As in output markets, households face

constrained choices in input markets.
They must decide:
1. Whether to work
2. How much to work
3. What kind of a job to work at
These decisions are affected by:

1. The availability of jobs
2. Market wage rates
3. The skill possessed by the
household
The Price of Leisure
The wage rate can be thought of as the

priceor the opportunity cost of the
benefits of either unpaid work or leisure.
The decision to enter the workforce

involves a trade-off between wages (and
the goods and services that wages will
buy) on the one hand, and leisure and the
value of nonmarket production on the
other.
The Labor Supply Curve
The labor supply curve is

a diagram that shows the
quantity of labor supplied at
different wage rates. Its
shape depends on how
households react to
changes in the wage rate.
Income and Substitution
Effects of a Wage Change
An increase in the wage rate affects households in

two ways, known as the substitution and income
effects.
The substitution effect of a
higher wage means that the
opportunity cost of leisure is
now higher. Given the law of
demand, the household will
buy less leisure.
When the substitution effect
outweighs the income effect,
the labor supply curve slopes
upward.
Income and Substitution
Effects of a Wage Change
An increase in the wage rate affects households in two

ways, known as the substitution and income effects.
The income effect of a

higher wage means that
households can now afford to
buy more leisure.
When the income effect

outweighs the substitution
effect, the result is a
backward-bending labor
supply curve.
Saving and Borrowing: Present Versus
Future Consumption
Households can use

present income to
finance future spending
(i.e., save), or they can
use future funds to
finance present spending
(i.e., borrow).
Saving and Borrowing: Present Versus
Future Consumption
An increase in the interest rate also has

substitution and income effects, as follows:
Income effect: Households will now

earn more on all previous savings, so
they will save less
Substitution effect: The opportunity
cost of present consumption is now
higher; given the law of demand, the
household will save more.

Household Behavior and Consumer Choice

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Household Behavior and Consumer Choice

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CHAPTER 5

Household Behavior and

Prepared by: Fernando

Supply in output Capital

A key assumption in the study of

We also assume that households

Every household must make

3. How much to spend today and

Factors that influence the quantity of a given good or

The income available to the household.

The households amount of accumulated wealth.

The prices of related products available to the

The households tastes and preferences.

The households expectations about future

The budget constraint

Possible Budget Choices of a Person Earning $1,000 Per

The real cost of a good or service is its opportunity

When a consumers income is allocated

The budget line shows the maximum quantity of

We can derive the budget I X . P X Y . PY

I PX The Y-intercept of the

The slope of the

This is the budget

Utility is the satisfaction, or

Marginal utility is the additional

The law of diminishing

Total Utility and Marginal Utility of

Total utility increases

Utility-maximizing consumers spread out

Price changes affect households

When the price of a product

When the price of a product

When the price of a product

Household is Income Household buys

The diamond/water paradox states that:

1. the things with the greatest value in

2. the things with the greatest value in

As in output markets, households face

These decisions are affected by:

The wage rate can be thought of as the

The decision to enter the workforce

The labor supply curve is

An increase in the wage rate affects households in

An increase in the wage rate affects households in two

The income effect of a

When the income effect

Households can use

An increase in the interest rate also has

Income effect: Households will now

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