Presentation is rational consumer behavior. Presentations on economics (grade 11) presentation for a lesson in social studies (grade 11) on the topic Presentation on the topic rational consumer
Purpose: to study the theory of consumer behavior.
Lesson Objectives:
1.Educational:
to determine the initial components of the theory of consumer behavior;
characterize different approaches to measuring utility;
to identify the features of the types of utility estimates and the properties of indifference curves.
2. Developing:
analyze objects;
focus on understanding the reasons for academic success;
formulate your own point of view;
search for the necessary information, highlight the main thing.
3. Educational:
the formation of a worldview corresponding to the modern level of economic knowledge;
the formation of the student's civic position as an active participant in the economic process;
Technology: problematic dialogue
Teaching methods: problem-search
Forms of organizing cognitive activity: individual, group.
Resources for the lesson: presentation "Theory of consumer behavior" (2 lessons).
Basic concepts: utility, cardinal (quantitative) approach and ordinal (ordinal) approach to measuring utility; total utility, marginal utility, diminishing marginal utility, indifference curves, map of indifference curves.
Planned results:
Subject:
Learn to: identify the initial components of the theory of consumer behavior; characterize different approaches to measuring utility; to identify the features of the types of utility estimates and the properties of indifference curves.
They will have the opportunity to learn: analyze objects; focus on understanding the reasons for academic success; formulate your own point of view; carry out a search for the necessary information, highlight the main thing.
Metasubject UUD:
Cognitive: establish causal relationships and dependencies between objects; complement and expand the existing knowledge and understanding of the rational behavior of the consumer; build logical chains of reasoning; search for the necessary information.
Communicative: they formulate dialogical statements, understand the partner's position, including those different from their own, coordinate actions with the partner; enter into a collective educational collaboration.
Regulatory: hold the goal of the activity until its result is obtained; exercise independent control over their activities.
Personal UUD:
They motivate their actions, show interest in new educational material. Assess their own learning activities.
During the classes
I. Organizational moment
Objectives: creating an emotional mood and conditions for setting an educational task through a problem dialogue; activation of the mental activity of students, interest in the upcoming work.
Slide 2 is demonstrated.
Teacher: Good afternoon! Today we have witnessed a variety of customer preferences. Each visitor chooses the product that he needs. Let's analyze the images and tell me what caused the choice of different buyers?
Disciple: one customer makes a choice in favor of vegetable and meat products.
Disciple: Another customer, probably a child, chooses sweet things.
Disciple: The third customer buys dairy products.
Teacher: So we can say that different buyers choose different products. And the question is why is this happening?
Disciple: Each age group has its own needs, its own economic interests.
Teacher: So, what are we going to talk about in class today?
Disciple: About consumer behavior, rational choice.
Teacher: So, economic interest is a form of manifestation of economic needs. Needs form demand, which largely depends on the tastes and preferences of people (slide number 3). All people are able to compare the satisfaction received from different types of activities and products, and prefer some types over others. But it is one thing to desire, this or that product, and another thing to acquire, i.e. our choice, unlike desires, will be somewhat limited. Let's try to figure out what caused the behavior of this or that consumer? Let's open a notebook and write down the topic of the lesson “Consumer behavior. The problem of rational choice. " (slide number 4).
Slide 5 is being demonstrated - So, you have a buyer in front of you and his choice is somehow limited? (students analyze the images on the slide and draw conclusions).
Disciple: The choice is limited by prices and income. (slide number 6)
Teacher: Good. Then, let's try to evaluate the following products and consider the following situation, the so-called "paradox of water and diamonds" (slide 7-8).
Why is water, without which life is impossible, is so cheap, while diamonds, which are far from the most vital good, are so expensive?
Is the population of our planet (or at least the country) ready to give up water for the sake of diamonds?
Is each of us ready to give up one liter of water to get one diamond?
Pupils (the process of discussing the answers should lead to the concept of utility): the price of water is low, since the reserves of water available to each individual under normal conditions are very large and sometimes unlimited. The usefulness of diamonds is much lower than that of water, but their price is high, since the extraction and processing of diamonds are expensive. Therefore, they are expensive. If a man in the desert were offered a choice: water or diamonds, then, of course, he would choose water. And in modern conditions, each of us would choose diamonds.
Teacher: slide number 9 - writing in a notebook: Usefulness is an indicator of the degree of satisfaction caused by the consumption of a set of goods and services or any particular product.
The concept of "utility" is subjective, as each consumer in his own way, individually, depending on his personal interests, tastes, needs, estimates the satisfaction that he can derive from the consumption of a given product or service. Moreover, “utility” as an economic concept is not identical with the concept of “benefit”. Satisfying his needs, a person does not always benefit for himself and his health (for example, alcohol and tobacco). (slide number 10)
And how he considers this issue in the history of economic thought.
(Slide number 11 - entry in the notebook): "Usefulness" was first introduced into scientific circulation by the English philosopher I. Bentham. However, neither he nor the economists of his time understood the relationship between the value of a commodity and the utility derived from its consumption. What other economists have argued for usefulness. So, let's move on to checking homework, which is aimed at clarifying the question: "Usefulness and rational choice of the buyer."
II. Interviewing students on the material assigned to the home.
Objectives: creating conditions for enhancing knowledge through reflection and the ability to carry out a comprehensive search for economic information on the topic.
The teacher and students discuss the compiled and completed table on the topic: "Usefulness and rational choice of a buyer in the history of economic thought", where two names of economists were suggested by the teacher for study, and the students chose one representative on their own, based on their interests.
Table # 1
“Rational choice of the buyer in the history of economic thought” (slide 12).
The process of discussing the answers should lead to the concepts of total and marginal utility of the product and to the question of how utility is measured.
III. Learning new teaching material.
Objectives: study in economic theory of two approaches to measuring utility, identifying the total and marginal utility of a product and characterizing tools for analyzing consumer behavior.
* How is utility measured? (slide number 13 - entry)
Economic theory knows two versions of the theory of utility, or rather two approaches to measuring it: cardinal (quantitative) and ordinal (ordinal).
The cardinalist approach to measuring utility presupposes an absolutely precise, like a physical quantity, quantification of the quantity of utility. As a measure of utility, the cardinalists used a conventionally objective unit called "yutil". (slide number 14) Moreover, the greater the utility, the higher the quantitative assessment of the good (writing in the notebook). For example, a bar of chocolate brings a usefulness of 4 yutil, and a kilogram of meat - 6 yutil, etc. Then, what will be the universal and precise unit of utility - this approach did not give an answer. (slide number 15)
And cardinism was replaced by an ordinal approach. The term "ordinary" itself means "ranked" or lined up in a certain order: 1st, 2nd, 3rd, etc., a certain ranking is allowed, building a number of goods and services according to the principle of preference. (slide number 16 - entry)
The consumer cannot accurately judge the quantitative sizes of ordinal numbers, but can only say something about the degree of importance relative to each other. Modern economists proceed from assumptions about ranking and sequence of choice and from observable facts about it. This approach does not require any psychological interpretation of such choices. What is called utility today reflects the ranking of preferences. (slide number 17-18)
* What types of assessments are primarily important for the consumer? (slide number 19 - recording).
Total utility is a measure of the overall satisfaction received from the consumption of a good or set of goods and services over a given period of time. (slide number 20 - recording)
The marginal utility of a good is a change in the total utility caused by a change in the consumption of a given good or service by one unit, provided that the consumption of other goods remains unchanged. (slide number 21 - entry)
In the economic literature, it is customary to denote the marginal utility MU, the total utility - TU. Suppose that we are measuring the marginal utility of some good X. With these notation, the algebraic expression of the marginal utility of X will look like this:
MUх \u003d, (slide number 22 - entry)
The increase in total utility as consumption grows is consistently accompanied by a decrease in the rate of increase in utility. This phenomenon is called diminishing marginal utility. (slide number 23 - recording)
Economists have called the decline in marginal utility the law of diminishing marginal utility, which can be formulated as follows: if the consumption of all other goods remains fixed, then the marginal utility of a given good will decrease as its consumption increases within a certain period of time. (slide number 24 - entry)
This law does not say what you don't like, for example, going back to the cinema. He simply claims that the consumer does not rate it as highly as the first visit. At the same time, time is an important factor in the process of such an assessment: if the first visit took place last year, then in the new year the second visit will be valued just as highly. The law of diminishing marginal utility in most cases is related precisely to short time periods. (slide number 25)
* What are indifference curves and what properties do they have? (slide number 26 - entry)
The main tool for analyzing consumer behavior is indifference curves. If the consumer does not care which combination he prefers, then he is in a position of indifference. (slide number 27 - recording)
The indifference curve is a set of points at which alternative combinations of two goods are located, which bring the same satisfaction, and the customer is indifferent to the choice of which. (slide number 28 - recording)
Consider the indifference curve (slide number 29 - Figure 1)
Indifference curve (fig. 1)
Figure 1 shows a typical indifference curve with a negative slope. The quantity of product X is measured on the horizontal axis, and the quantity of product Y on the vertical.
All possible combinations of goods X and Y presented on the indifference curve provide the consumer with the same level of utility. In other words, the consumer does not care at what point on the curve he is: say, at point A with 15 units. product X and 53 units. product Y, or at point B with 38 units. X and 30 units. Y, etc. (slide number 30)
The indifference curve has a negative slope, which reflects the fact that the buyer gets satisfaction from both goods when the following condition is met: if he increases consumption of good X, then he must abandon the known good Y in order to maintain the overall level of utility. (slide number 31-entry)
The indifference curve has a convex shape, i.e. concave inward. This shape of the curve means that consumption of X is growing relative to consumption of Y, while the buyer is constantly yielding a decreasing quantity of Y for a constant increase in the quantity of X. (slide 32-entry)
The set of indifference curves forms a map of indifference curves (slide # 33 - figure 2 and definition record).
An indifference map is a set of indifference curves, each of which represents a different level of utility.
Consider a map of indifference curves (Fig. 2)
The graph in Fig. 2 illustrates a typical map of indifference curves U1, U2, U3, U4. Any indifference curve above and to the right of another represents a higher level of consumption (utility). Hence, every combination of goods X and Y that is on the U4 curve is preferable to any combination on the U3 curve, etc. All sets of goods on the same curve are equivalent to each other. And any combination of benefits that is on a higher curve will be preferable. There are only four curves on the graph. In fact, there can be many more, since the number of sets of goods X and Y contains an infinite number of indifference curves. (slide number 34)
Summarizing the properties of indifference curves, one should point out the following main features:
The indifference curve above and to the right of the other curve represents the preferred sets. At the same time, a new indifference curve can be drawn between any two curves.
The second trait is directly deduced from the first: the indifference curves never intersect or touch each other. (slide number 35 - entry)
The indifference curve always has a negative slope. A negative slope suggests that an increase in the amount of one good is accompanied by a decrease in the volume of another good included in the set.
The absolute slope of the indifference curve decreases when moving along it to the right downward (the curve is convex relative to the origin). (slide number 36 - recording)
All these properties of curves in economic theory are proved strictly mathematically. The basis of judgments about the properties and characteristics of indifference curves was laid by the English economist F. Edgeworth (1845-1926). (slide number 37)
Indifference curves are an analytical tool for determining what the buyer wants to buy, where we will be interested in one more question.
* What is the marginal rate of substitution and what does it characterize?
The marginal rate of substitution of product X for product Y measures the consumer's desire (propensity) to exchange one product for another. It represents the maximum amount of product Y that the consumer is willing to give up in order to get one additional unit of product X, while leaving a constant overall level of satisfaction. (slide 38 - recording)
The marginal rate of substitution (МRSxy) of product X for product Y is equal to:
МRSxy \u003d (slide number 39 - entry)
It remains to answer the question: why is a consumer willing to sacrifice a decreasing quantity of one product for the sake of purchasing a unit of another product?
Recall the law of diminishing marginal utility. We always value more what we have less. As the indifference curve moves from top to bottom, less and less goods remain at the disposal of an individual, therefore, its value increases, while goods X turns out to be more, and their value decreases. (slide number 40)
The concept of "marginal rate of substitution" in the ordinal version of the theory of consumer behavior has the same meaning as "marginal utility" in the quantitative version.
IV. Consolidation of educational material.
Students are offered the following assignments.
Task 1. For each concept given in the left column of the table, select its definition from the right column: (slide number 41-42)
Definition
General utility
A. Commodity prices are based not on general utility, but on marginal utility.
Marginal utility
B. As the amount of good consumed increases, the marginal utility of an additional unit of good decreases.
The law of diminishing marginal utility
C. The satisfaction that people receive from consuming all the quantity of goods of a given type that they have.
The paradox of water and diamonds
D. Increase in total utility with an increase in the volume of consumption of a given commodity per unit.
Task 2. Insert the missing words in the statements below: (slide number 43)
The increase in utility caused by an increase in the consumption of a product is called (marginal) utility.
As the total amount of goods increases, the marginal utility of each additional unit of goods (decreases).
The overall utility curve has a (positive) slope.
The total utility reaches its maximum value when the marginal utility is equal to (zero).
The law of the (inverse) dependence of the value of demand on price follows from the law of diminishing marginal utility.
V. Assignment at home (slide number 44)
steam. 5.1 & 5.3; analyze indifference curves;
pp. 136-137 questions 1, 2 and 3 answer the questions orally;
Related educational materials:
"Opportunity" - Suggest a way out of the situation. The hierarchy of the theory of needs according to A. Maslow. Limited resources. Each person sacrifices something when making a decision. Any choice comes at a cost. Consequences of limited resources: Anything that is valued by people as a means of satisfying needs. What are the two meanings of the word "economy"?
"Monopoly and competition" - The reasons for the formation and the main forms 3.2. Firm Behavior Under Monopoly 3.3. Oligopoly. 10. 3.1. Monopoly. Psc. The point of intersection of the curves MR and MC is the equilibrium point of the firm. R. Point of optimum and profit of the monopolist. MC.
“Costs and Profits of the Firm” - Association of Entrepreneurs. Firm. Types of Firms. Concepts of a firm and types of firms. Definitions. The economic conditions of the firm. Exercise # 1. Calculation of accounting and economic profit (thousand rubles). Full partnership - Limited partnership - Limited liability company - Joint stock company - Corporation - Holding - company -.
"Demand value" - Point elasticity. Unit elasticity (Еpd \u003d 1). Demand. Explain the reasons for your answer. The dependence of the amount of demand on the price level is called the scale of demand. The DD curve obtained on the graph (from the English demand - "demand") is called the demand curve. Demand law. Reasons for changing demand. Factors affecting demand.
"Capital" - Topic 6. Capital market and interest. Capital creation: Time preference rate \u003d rK. The gross investment takes into account the cost of reimbursement (depreciation). The peculiarity of the demand for investment. 30. Types of investments. The process of capital formation is sharply activated. 70. Net investment - gross investment less funds going for reimbursement.
"Rational Consumption" - 11. Hermann Gossen. (Rational consumer) - a consumer who always maximizes utility. 5. Food. Indifference curve. Clothing. 9. 13. Rational consumer.
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Slide captions:
HOME TASK: Answer the questions: 1) Give a definition to the concept of "economic system". How many types of economies are there today? 2) List and briefly describe the types of economic systems: ______________________________________________ ______________________________________________ ______________________________________________ ______________________________________________ ______________________________________________ ______________________________________________
Rational consumer.
A rational consumer is a consumer who always maximizes the utility of consumption.
The rational consumer is faced with the problem of choice. He can choose from an endless variety of goods and services that are sold in the market.
The axioms of rational consumption: 1) a rational consumer is able to rank (compare) sets of goods according to the degree of their preference. 2) a rational consumer evaluates each set of goods in terms of the usefulness for him of each of the goods included in the set. 3) the preferences of a rational consumer are characterized by the property of transitivity. 4) the rational consumer always prefers more of any product than less. 5) a rational consumer usually sacrifices more easily the consumption of the goods of which he has more.
CONCLUSION: In the simplest case, the composition and volume of consumption depends on the preferences of the consumer, his income and prices for goods and services. Accordingly, the theory of a rational consumer answers several questions: 1) what determines the price of demand for a product or service? 2) what set of goods will the consumer prefer? 3) how does consumption depend on income?
Consumer A consumer is a person or organization
who use, consume products of someone else's production, someone else's activity.
Consumer is a citizen with intentions
order or purchase or ordering,
purchasing or using goods (works,
services) exclusively for personal, family,
household and other needs not related to
doing business
(RF Law "On Protection of Consumer Rights").
Consumer
Microeconomics in its consumer analysisproceeds from the assumption of the rationality of his
behavior. Rational behavior of the individual
a person or a group of people is manifested in their
striving to achieve maximum utility from
consumption of this product subject to restrictions
budget.
Consumer behavior is a process
formation
demand
consumers
on
a variety of goods and services based on their income and
personal preference.
Consumer
According to American economist Tibor deSkitovski, the basic idea of \u200b\u200beconomics is
that “the consumer himself knows what he needs, and
that the economic system works best
when it satisfies the wishes of the consumer,
which are manifested in his behavior in the market ”.
It is the decisions of individual consumers about
the acquisition of a particular product is formed in
ultimately, market demand is predetermined in
aggregate with market supply level
equilibrium prices and volume of real sales.
Consumer income
Consumer income is the amount of moneyreceived for a certain period of time and
intended for the purchase of goods and services for
personal consumption goals.
The main sources of nominal (monetary)
consumer income:
Wage.
Social payments (scholarships, pensions, benefits).
Business income.
Property income (rent, interest,
dividends, etc.).
Rational consumer behavior
Basic principles of consumer behavior atmarket:
Customer
guided by
by their
preferences.
Consumer behavior is rational.
Consumer
seeks
maximize
cumulative utility.
When choosing the benefits of the consumer
limited by the prices of goods and his income.
Standard of living
Living standard (well-being) -power
satisfaction
material
and
spiritual needs of people with a mass of goods and
services used per unit of time.
Living standard is based on volume
real per capita income and
the corresponding volume of consumption.
The quality of life
The quality of life of the population is the degree of satisfactionmaterial, spiritual and social needs of a person.
The main indicators of the quality of life of the population are:
population income
food quality
home comfort
health care quality
quality of social services
the quality of education
environmental quality
demographic trends
safety