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Midterm 2
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CH7 Consumer Choice The Marginal Principle and Individual
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... The Marginal Principle and Individual Demand  Each individual makes rational decision to stop buying when marginal benefit equals marginal cost Total and Marginal Utility  Utility: customer’s satisfaction from using the product, measured in utils  Total utility: total amt of satisfaction from wha ...
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... demanded went up when the price of the good went down. We pointed out that as the price of a good falls, individuals will substitute some of that good for other things. Additionally, when the price of a good in a consumer’s budget goes down, with all other prices remaining the same, that person’s bu ...
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... It must give utility: The consumer must get satisfaction or benefit from its consumption It must be transferable: The ownership or the benefit of it must be transferable from the seller to the buyer It must be scarce in relation to the demand for it: would you pay for sand at a sandy beach to build ...
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Marginal utility

In economics, the marginal utility of a good or service is the gain from an increase, or loss from a decrease, in the consumption of that good or service. Economists sometimes speak of a law of diminishing marginal utility, meaning that the first unit of consumption of a good or service yields more utility than the second and subsequent units, with a continuing reduction for greater amounts. The marginal decision rule states that a good or service should be consumed at a quantity at which the marginal utility is equal to the marginal cost.
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