1
Chapter 3
PREFERENCES AND UTILITY
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
2
Axioms of Rational Choice
• Completeness
– if A and B are any two situations, an
individual can always specify exactly one of
these possibilities:
• A is preferred to B
• B is preferred to A
• A and B are equally attractive
3
Axioms of Rational Choice
• Transitivity
– if A is preferred to B, and B is preferred to
C, then A is preferred to C
– assumes that the individual’s choices are
internally consistent
4
Axioms of Rational Choice
• Continuity
– if A is preferred to B, then situations suitably
“close to” A must also be preferred to B
– used to analyze individuals’ responses to
relatively small changes in income and
prices
5
Utility
• Given these assumptions, it is possible to
show that people are able to rank in order
all possible situations from least desirable
to most
• Economists call this ranking utility
– if A is preferred to B, then the utility assigned
to A exceeds the utility assigned to B
U(A) > U(B)
6
Utility
• Utility rankings are ordinal in nature
– they record the relative desirability of
commodity bundles
• Because utility measures are not unique,
it makes no sense to consider how much
more utility is gained from A than from B
• It is also impossible to compare utilities
between people
7
Utility
• Utility is affected by the consumption of
physical commodities, psychological
attitudes, peer group pressures, personal
experiences, and the general cultural
environment
• Economists generally devote attention to
quantifiable options while holding
constant the other things that affect utility
– ceteris paribus assumption
8
Utility
• Assume that an individual must choose
among consumption goods x1, x2,…, xn
• The individual’s rankings can be shown
by a utility function of the form:
utility = U(x1, x2,…, xn; other things)
– this function is unique up to an order-
preserving transformation
9
Economic Goods
• In the utility function, the x’s are assumed
to be “goods”
– more is preferred to less
Quantity of x
Quantity of y
x*
y*
Preferred to x*, y*
?
?
Worse
than
x*, y*
10
Indifference Curves
• An indifference curve shows a set of
consumption bundles among which the
individual is indifferent
Quantity of x
Quantity of y
x1
y1
y2
x2
U1
Combinations (x1, y1) and (x2, y2)
provide the same level of utility
11
Marginal Rate of Substitution
• The negative of the slope of the
indifference curve at any point is called
the marginal rate of substitution (MRS)
Quantity of x
Quantity of y
x1
y1
y2
x2
U1
1UUdx
dy
MRS


12
Marginal Rate of Substitution
• MRS changes as x and y change
– reflects the individual’s willingness to trade y
for x
Quantity of x
Quantity of y
x1
y1
y2
x2
U1
At (x1, y1), the indifference curve is steeper.
The person would be willing to give up more
y to gain additional units of x
At (x2, y2), the indifference curve
is flatter. The person would be
willing to give up less y to gain
additional units of x
13
Indifference Curve Map
• Each point must have an indifference
curve through it
Quantity of x
Quantity of y
U1 < U2 < U3
U1
U2
U3
Increasing utility
14
Transitivity
• Can any two of an individual’s indifference
curves intersect?
Quantity of x
Quantity of y
U1
U2
A
BC
The individual is indifferent between A and C.
The individual is indifferent between B and C.
Transitivity suggests that the individual
should be indifferent between A and B
But B is preferred to A
because B contains more
x and y than A
15
Convexity
• A set of points is convex if any two points
can be joined by a straight line that is
contained completely within the set
Quantity of x
Quantity of y
U1
The assumption of a diminishing MRS is
equivalent to the assumption that all
combinations of x and y which are
preferred to x* and y* form a convex set
x*
y*
16
Convexity
• If the indifference curve is convex, then
the combination (x1 + x2)/2, (y1 + y2)/2 will
be preferred to either (x1,y1) or (x2,y2)
Quantity of x
Quantity of y
U1
x2
y1
y2
x1
This implies that “well-balanced” bundles are preferred
to bundles that are heavily weighted toward one
commodity
(x1 + x2)/2
(y1 + y2)/2
17
Utility and the MRS
• Suppose an individual’s preferences for
hamburgers (y) and soft drinks (x) can
be represented by
yx 10utility
• Solving for y, we get
y = 100/x
• Solving for MRS = -dy/dx:
MRS = -dy/dx = 100/x2
18
Utility and the MRS
MRS = -dy/dx = 100/x2
• Note that as x rises, MRS falls
– when x = 5, MRS = 4
– when x = 20, MRS = 0.25
19
Marginal Utility
• Suppose that an individual has a utility
function of the form
utility = U(x,y)
• The total differential of U is
dy
y
U
dx
x
U
dU






• Along any indifference curve, utility is
constant (dU = 0)
20
Deriving the MRS
• Therefore, we get:
y
U
x
U
dx
dy
MRS





constantU
• MRS is the ratio of the marginal utility of
x to the marginal utility of y
21
Diminishing Marginal Utility
and the MRS
• Intuitively, it seems that the assumption
of decreasing marginal utility is related to
the concept of a diminishing MRS
– diminishing MRS requires that the utility
function be quasi-concave
• this is independent of how utility is measured
– diminishing marginal utility depends on how
utility is measured
• Thus, these two concepts are different
22
Convexity of Indifference
Curves
• Suppose that the utility function is
yx utility
• We can simplify the algebra by taking the
logarithm of this function
U*(x,y) = ln[U(x,y)] = 0.5 ln x + 0.5 ln y
23
Convexity of Indifference
Curves
x
y
y
x
y
U
x
U
MRS 





5.0
5.0
*
*
• Thus,
24
Convexity of Indifference
Curves
• If the utility function is
U(x,y) = x + xy + y
• There is no advantage to transforming
this utility function, so
x
y
y
U
x
U
MRS








1
1
25
Convexity of Indifference
Curves
• Suppose that the utility function is
22
utility yx 
• For this example, it is easier to use the
transformation
U*(x,y) = [U(x,y)]2 = x2 + y2
26
Convexity of Indifference
Curves
y
x
y
x
y
U
x
U
MRS 





2
2
*
*
• Thus,
27
Examples of Utility Functions
• Cobb-Douglas Utility
utility = U(x,y) = xy
where  and  are positive constants
– The relative sizes of  and  indicate the
relative importance of the goods
28
Examples of Utility Functions
• Perfect Substitutes
utility = U(x,y) = x + y
Quantity of x
Quantity of y
U1
U2
U3
The indifference curves will be linear.
The MRS will be constant along the
indifference curve.
29
Examples of Utility Functions
• Perfect Complements
utility = U(x,y) = min (x, y)
Quantity of x
Quantity of y
The indifference curves will be
L-shaped. Only by choosing more
of the two goods together can utility
be increased.
U1
U2
U3
30
Examples of Utility Functions
• CES Utility (Constant elasticity of
substitution)
utility = U(x,y) = x/ + y/
when   0 and
utility = U(x,y) = ln x + ln y
when  = 0
– Perfect substitutes   = 1
– Cobb-Douglas   = 0
– Perfect complements   = -
31
Examples of Utility Functions
• CES Utility (Constant elasticity of
substitution)
– The elasticity of substitution () is equal to
1/(1 - )
• Perfect substitutes   = 
• Fixed proportions   = 0
32
Homothetic Preferences
• If the MRS depends only on the ratio of
the amounts of the two goods, not on
the quantities of the goods, the utility
function is homothetic
– Perfect substitutes  MRS is the same at
every point
– Perfect complements  MRS =  if y/x >
/, undefined if y/x = /, and MRS = 0 if
y/x < /
33
Homothetic Preferences
• For the general Cobb-Douglas function,
the MRS can be found as
x
y
yx
yx
y
U
x
U
MRS 










 

1
1
34
Nonhomothetic Preferences
• Some utility functions do not exhibit
homothetic preferences
utility = U(x,y) = x + ln y
y
yy
U
x
U
MRS 





1
1
35
The Many-Good Case
• Suppose utility is a function of n goods
given by
utility = U(x1, x2,…, xn)
• The total differential of U is
n
n
dx
x
U
dx
x
U
dx
x
U
dU








 ...2
2
1
1
36
The Many-Good Case
• We can find the MRS between any two
goods by setting dU = 0
j
i
i
j
ji
x
U
x
U
dx
dx
xxMRS




)for(
j
j
i
i
dx
x
U
dx
x
U
dU





 0
• Rearranging, we get
37
Multigood Indifference
Surfaces
• We will define an indifference surface
as being the set of points in n
dimensions that satisfy the equation
U(x1,x2,…xn) = k
where k is any preassigned constant
38
Multigood Indifference
Surfaces
• If the utility function is quasi-concave,
the set of points for which U  k will be
convex
– all of the points on a line joining any two
points on the U = k indifference surface will
also have U  k
39
Important Points to Note:
• If individuals obey certain behavioral
postulates, they will be able to rank all
commodity bundles
– the ranking can be represented by a utility
function
– in making choices, individuals will act as if
they were maximizing this function
• Utility functions for two goods can be
illustrated by an indifference curve map
40
Important Points to Note:
• The negative of the slope of the
indifference curve measures the marginal
rate of substitution (MRS)
– the rate at which an individual would trade
an amount of one good (y) for one more unit
of another good (x)
• MRS decreases as x is substituted for y
– individuals prefer some balance in their
consumption choices
41
Important Points to Note:
• A few simple functional forms can capture
important differences in individuals’
preferences for two (or more) goods
– Cobb-Douglas function
– linear function (perfect substitutes)
– fixed proportions function (perfect
complements)
– CES function
• includes the other three as special cases
42
Important Points to Note:
• It is a simple matter to generalize from
two-good examples to many goods
– studying peoples’ choices among many
goods can yield many insights
– the mathematics of many goods is not
especially intuitive, so we will rely on two-
good cases to build intuition

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Ch03

  • 1. 1 Chapter 3 PREFERENCES AND UTILITY Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
  • 2. 2 Axioms of Rational Choice • Completeness – if A and B are any two situations, an individual can always specify exactly one of these possibilities: • A is preferred to B • B is preferred to A • A and B are equally attractive
  • 3. 3 Axioms of Rational Choice • Transitivity – if A is preferred to B, and B is preferred to C, then A is preferred to C – assumes that the individual’s choices are internally consistent
  • 4. 4 Axioms of Rational Choice • Continuity – if A is preferred to B, then situations suitably “close to” A must also be preferred to B – used to analyze individuals’ responses to relatively small changes in income and prices
  • 5. 5 Utility • Given these assumptions, it is possible to show that people are able to rank in order all possible situations from least desirable to most • Economists call this ranking utility – if A is preferred to B, then the utility assigned to A exceeds the utility assigned to B U(A) > U(B)
  • 6. 6 Utility • Utility rankings are ordinal in nature – they record the relative desirability of commodity bundles • Because utility measures are not unique, it makes no sense to consider how much more utility is gained from A than from B • It is also impossible to compare utilities between people
  • 7. 7 Utility • Utility is affected by the consumption of physical commodities, psychological attitudes, peer group pressures, personal experiences, and the general cultural environment • Economists generally devote attention to quantifiable options while holding constant the other things that affect utility – ceteris paribus assumption
  • 8. 8 Utility • Assume that an individual must choose among consumption goods x1, x2,…, xn • The individual’s rankings can be shown by a utility function of the form: utility = U(x1, x2,…, xn; other things) – this function is unique up to an order- preserving transformation
  • 9. 9 Economic Goods • In the utility function, the x’s are assumed to be “goods” – more is preferred to less Quantity of x Quantity of y x* y* Preferred to x*, y* ? ? Worse than x*, y*
  • 10. 10 Indifference Curves • An indifference curve shows a set of consumption bundles among which the individual is indifferent Quantity of x Quantity of y x1 y1 y2 x2 U1 Combinations (x1, y1) and (x2, y2) provide the same level of utility
  • 11. 11 Marginal Rate of Substitution • The negative of the slope of the indifference curve at any point is called the marginal rate of substitution (MRS) Quantity of x Quantity of y x1 y1 y2 x2 U1 1UUdx dy MRS  
  • 12. 12 Marginal Rate of Substitution • MRS changes as x and y change – reflects the individual’s willingness to trade y for x Quantity of x Quantity of y x1 y1 y2 x2 U1 At (x1, y1), the indifference curve is steeper. The person would be willing to give up more y to gain additional units of x At (x2, y2), the indifference curve is flatter. The person would be willing to give up less y to gain additional units of x
  • 13. 13 Indifference Curve Map • Each point must have an indifference curve through it Quantity of x Quantity of y U1 < U2 < U3 U1 U2 U3 Increasing utility
  • 14. 14 Transitivity • Can any two of an individual’s indifference curves intersect? Quantity of x Quantity of y U1 U2 A BC The individual is indifferent between A and C. The individual is indifferent between B and C. Transitivity suggests that the individual should be indifferent between A and B But B is preferred to A because B contains more x and y than A
  • 15. 15 Convexity • A set of points is convex if any two points can be joined by a straight line that is contained completely within the set Quantity of x Quantity of y U1 The assumption of a diminishing MRS is equivalent to the assumption that all combinations of x and y which are preferred to x* and y* form a convex set x* y*
  • 16. 16 Convexity • If the indifference curve is convex, then the combination (x1 + x2)/2, (y1 + y2)/2 will be preferred to either (x1,y1) or (x2,y2) Quantity of x Quantity of y U1 x2 y1 y2 x1 This implies that “well-balanced” bundles are preferred to bundles that are heavily weighted toward one commodity (x1 + x2)/2 (y1 + y2)/2
  • 17. 17 Utility and the MRS • Suppose an individual’s preferences for hamburgers (y) and soft drinks (x) can be represented by yx 10utility • Solving for y, we get y = 100/x • Solving for MRS = -dy/dx: MRS = -dy/dx = 100/x2
  • 18. 18 Utility and the MRS MRS = -dy/dx = 100/x2 • Note that as x rises, MRS falls – when x = 5, MRS = 4 – when x = 20, MRS = 0.25
  • 19. 19 Marginal Utility • Suppose that an individual has a utility function of the form utility = U(x,y) • The total differential of U is dy y U dx x U dU       • Along any indifference curve, utility is constant (dU = 0)
  • 20. 20 Deriving the MRS • Therefore, we get: y U x U dx dy MRS      constantU • MRS is the ratio of the marginal utility of x to the marginal utility of y
  • 21. 21 Diminishing Marginal Utility and the MRS • Intuitively, it seems that the assumption of decreasing marginal utility is related to the concept of a diminishing MRS – diminishing MRS requires that the utility function be quasi-concave • this is independent of how utility is measured – diminishing marginal utility depends on how utility is measured • Thus, these two concepts are different
  • 22. 22 Convexity of Indifference Curves • Suppose that the utility function is yx utility • We can simplify the algebra by taking the logarithm of this function U*(x,y) = ln[U(x,y)] = 0.5 ln x + 0.5 ln y
  • 23. 23 Convexity of Indifference Curves x y y x y U x U MRS       5.0 5.0 * * • Thus,
  • 24. 24 Convexity of Indifference Curves • If the utility function is U(x,y) = x + xy + y • There is no advantage to transforming this utility function, so x y y U x U MRS         1 1
  • 25. 25 Convexity of Indifference Curves • Suppose that the utility function is 22 utility yx  • For this example, it is easier to use the transformation U*(x,y) = [U(x,y)]2 = x2 + y2
  • 26. 26 Convexity of Indifference Curves y x y x y U x U MRS       2 2 * * • Thus,
  • 27. 27 Examples of Utility Functions • Cobb-Douglas Utility utility = U(x,y) = xy where  and  are positive constants – The relative sizes of  and  indicate the relative importance of the goods
  • 28. 28 Examples of Utility Functions • Perfect Substitutes utility = U(x,y) = x + y Quantity of x Quantity of y U1 U2 U3 The indifference curves will be linear. The MRS will be constant along the indifference curve.
  • 29. 29 Examples of Utility Functions • Perfect Complements utility = U(x,y) = min (x, y) Quantity of x Quantity of y The indifference curves will be L-shaped. Only by choosing more of the two goods together can utility be increased. U1 U2 U3
  • 30. 30 Examples of Utility Functions • CES Utility (Constant elasticity of substitution) utility = U(x,y) = x/ + y/ when   0 and utility = U(x,y) = ln x + ln y when  = 0 – Perfect substitutes   = 1 – Cobb-Douglas   = 0 – Perfect complements   = -
  • 31. 31 Examples of Utility Functions • CES Utility (Constant elasticity of substitution) – The elasticity of substitution () is equal to 1/(1 - ) • Perfect substitutes   =  • Fixed proportions   = 0
  • 32. 32 Homothetic Preferences • If the MRS depends only on the ratio of the amounts of the two goods, not on the quantities of the goods, the utility function is homothetic – Perfect substitutes  MRS is the same at every point – Perfect complements  MRS =  if y/x > /, undefined if y/x = /, and MRS = 0 if y/x < /
  • 33. 33 Homothetic Preferences • For the general Cobb-Douglas function, the MRS can be found as x y yx yx y U x U MRS               1 1
  • 34. 34 Nonhomothetic Preferences • Some utility functions do not exhibit homothetic preferences utility = U(x,y) = x + ln y y yy U x U MRS       1 1
  • 35. 35 The Many-Good Case • Suppose utility is a function of n goods given by utility = U(x1, x2,…, xn) • The total differential of U is n n dx x U dx x U dx x U dU          ...2 2 1 1
  • 36. 36 The Many-Good Case • We can find the MRS between any two goods by setting dU = 0 j i i j ji x U x U dx dx xxMRS     )for( j j i i dx x U dx x U dU       0 • Rearranging, we get
  • 37. 37 Multigood Indifference Surfaces • We will define an indifference surface as being the set of points in n dimensions that satisfy the equation U(x1,x2,…xn) = k where k is any preassigned constant
  • 38. 38 Multigood Indifference Surfaces • If the utility function is quasi-concave, the set of points for which U  k will be convex – all of the points on a line joining any two points on the U = k indifference surface will also have U  k
  • 39. 39 Important Points to Note: • If individuals obey certain behavioral postulates, they will be able to rank all commodity bundles – the ranking can be represented by a utility function – in making choices, individuals will act as if they were maximizing this function • Utility functions for two goods can be illustrated by an indifference curve map
  • 40. 40 Important Points to Note: • The negative of the slope of the indifference curve measures the marginal rate of substitution (MRS) – the rate at which an individual would trade an amount of one good (y) for one more unit of another good (x) • MRS decreases as x is substituted for y – individuals prefer some balance in their consumption choices
  • 41. 41 Important Points to Note: • A few simple functional forms can capture important differences in individuals’ preferences for two (or more) goods – Cobb-Douglas function – linear function (perfect substitutes) – fixed proportions function (perfect complements) – CES function • includes the other three as special cases
  • 42. 42 Important Points to Note: • It is a simple matter to generalize from two-good examples to many goods – studying peoples’ choices among many goods can yield many insights – the mathematics of many goods is not especially intuitive, so we will rely on two- good cases to build intuition