Business Economics BBA 1 SEM UNIT 2: Theory of Consumer Behaviour

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Who introduced the utility theory in economics?

William Stanley Jevons

What is utility in the context of economics?

The want satisfying power of a commodity

What does the rationality assumption in the theory of utility entail?

Individuals maximize satisfaction (utility) when making choices

How does the utility theory help in understanding human behavior?

By modeling rational decision making

In economics, what does the term 'rational' refer to?

Maximizing satisfaction (utility) when choosing between options

If an individual maximizes satisfaction (utility) when choosing between options, what assumption is being applied?

Rationality assumption

Which theory of utility states that utility cannot be measured numerically?

Ordinal utility

Who is associated with the formulation of the theory of Cardinal utility?

Alfred Marshall

Which utility approach is based on marginal utility analysis?

Cardinal utility

What is measured in terms of ranking of preferences of commodity when compared to each other?

Ordinal utility

Who proposed the concept of ordinal utility approach?

Hicks and Allen

In which utility approach is the satisfaction derived by the consumers from the consumption of goods or services measured numerically?

Cardinal utility

Which concept states that the satisfaction derived from consumption cannot be measured numerically?

Ordinal utility

Which economists are associated with the cardinal utility approach?

Alfred Marshall

Which type of measurement does ordinal utility rely on?

Subjective measurement

Which theory of utility is considered less realistic due to the inability to quantitatively measure utility?

Cardinal utility

Study Notes

Utility Theory in Economics

  • The utility theory in economics was introduced by Jeremy Bentham.

Definition of Utility

  • In economics, utility refers to the satisfaction or pleasure an individual derives from consuming a good or service.

Rationality Assumption

  • The rationality assumption in the theory of utility entails that individuals make choices that maximize their overall satisfaction or utility.

Understanding Human Behavior

  • The utility theory helps in understanding human behavior by assuming that individuals make rational choices that maximize their satisfaction.

Rationality in Economics

  • In economics, the term 'rational' refers to the ability of individuals to make choices that maximize their overall satisfaction or utility.

Maximizing Satisfaction

  • When an individual chooses between options to maximize satisfaction (utility), the rationality assumption is being applied.

Ordinal Utility Theory

  • The ordinal utility theory states that utility cannot be measured numerically.
  • The ordinal utility approach is based on ranking preferences of commodities when compared to each other.

Cardinal Utility Theory

  • The cardinal utility theory was formulated by Alfred Marshall and J.R. Hicks.
  • The cardinal utility approach is based on marginal utility analysis and measures the satisfaction derived by consumers from the consumption of goods or services numerically.

Notable Economists

  • J.R. Hicks and Alfred Marshall are associated with the cardinal utility approach.

Ordinal Utility Measurement

  • Ordinal utility relies on ordinal measurement, which involves ranking preferences.

Criticism of Cardinal Utility Theory

  • The cardinal utility theory is considered less realistic due to the inability to quantitatively measure utility.

Concept of Ordinal Utility

  • The concept of ordinal utility approach was proposed by Pareto and Hicks.

Criticism of Utility Measurement

  • The concept of ordinal utility states that the satisfaction derived from consumption cannot be measured numerically.

Learn about the concept of utility in business economics and its importance in consumer behavior. Understand the utility theory and its role in explaining consumer satisfaction when consuming goods.

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