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Analysis of Rational Consumer Behavior


The budget constraint is the initial part of the utility intensification context, and it defines all of the groupings of goods and services that the customer can afford. There are various goods and services to pick from, but economists bound argument to two goods at a time for graphical easiness. For this research paper, the writer focuses on pizza and Pepsi drink. An indifference curve is a graph displaying a combination of two goods that give the customer equivalent gratification and utility. Every point on an indifference curve designates that a customer is indifferent amongst the two, and all points give her or him a similar efficacy.

Graphically, a person should draw the indifference curve as a descending slanting convex to the origin. The graph displays a combination of two products that the customer consumes (Daniel 94). Utility is an intangible conception rather than a tangible, apparent quantity. The units to which economists allocate a quantity of utility are subjective, signifying a comparative value. Total utility is the total sum of gratification or value that a person achieves after consuming a particular amount of products or amenities in an economy. The quantity of a person's overall utility matches up to the person's level of product consumption. Typically, the more individual consumes, the greater her or hisoverall utilitywill be.Marginal utilityis the supplementary contentment, or quantity of utility, attained from each additional unit of product consumption (Johnson 104).  

A change in income will certainly affect the optimum choice. The budget constraint will move corresponding to the original, up for a growth in income, and down for a decline in income. The new equilibrium for an advanced income will be on an upper indifference curve, and as income escalates, customers could consume more of both goods. For ordinary products, as income rises, more of the product is ideal. For lesser products, as income rises, customers will choose less of the product (Wilson 50).

Explanation of the graphs

A budget constraint is the boundary on the utilization packages that a customer can be able to manage. Economists use a graph to calculate the amount of a consumption product on every axis. A budget constraint consists of a straight line that connects the extreme quantities of each product given the costs of each product and the customer’s earnings. For instance, if the customer has $10 to spend and the price of pizza is $1 per piece, the maximum quantity of pizza that the customer can purchase is $10/$1 = 10 pieces. If the value of a Pepsi is 50 cents, the maximum quantity of Pepsi that the customer can purchase is $10/50 cents = 20 Pepsi (Bellick 103).

The incline of the budget constraint is the absolute amount of both the pizza and Pepsi. In this case, since a Pepsi costs two times what a pizza charges, the customer can trade one Pepsi for two pizzas. If someone plots the amount of pizza on the vertical axis and the quantity of Pepsi on the horizontal axis, the gradient of the budget constraint is 1/2. This matches the price of a Pepsi divided by the price of a pizza or 50 cents/$1 = 1/2. The budget constraint continuously slopes down or negatively, and people often disregard the negative sign (Wilson 58).

Economists prefer greater indifference curves that are further from the origin than the lower ones. This is because customers prefer more goods rather than fewer ones. Indifference curves are down sloping since the consumption of one product reduces. The consumption of the other product must be better for the customer to be correspondingly contented. Indifference curves cannot cross because it would advocate that a customer’s favorites are inconsistent. Indifference curves bow inwards because a customer is ready to trade a greater amount of a product for another product if they have a profusion of the product they are trading away. In addition, they are ready to trade a reduced amount of a product for another product if they have insufficiency of the product they are trading away. For example, while it is easy to substitute pizza with Pepsi, indifference curves bow inwards very little. However, while it is problematic to substitute pizza with Pepsi, indifference curves bow inward a great deal. Perfect substitutes can demonstrate this case: two products with parallel indifference curves. For example, perfect substitutes of pizza and Pepsi—two Pepsi for each pizza (Bellick 94).

When economists combine both graphs, they are able to define the quantity of each product that the customer will purchase. The customer will attempt to grasp the uppermost indifference curve subject to continuing the budget constraint. The point where the budget constraint touches an indifference curve describes the optimal amount of acquisitions of each product. At the peak, the budget constraint is tangent to the indifference curve, and the gradient of the budget constraint as well as the indifference curve, are the equivalent (Johnson 120).


From this research, Pepsi are the perfect substitute to pizza. Therefore, instead of customers spending their money on one pizza, they should alternatively buy the two Pepsi. This combination will give a customer a maximized total utility but at the same price (Daniel 89).

Works Cited

Bellick, Vincent.The Theory of Marginal Value. Hoboken: Taylor and Francis, 2013. Print.

Daniel, Jeffrey.Microeconomics. Third ed. Boston: Pearson Addison Wesley, 2004. Print.

Johnson, Martha.Microeconomics as a second language. Hoboken, N.J.: Wiley, 2009. Print.

Wilson, Michael.Social psychology of consumer behavior. New York: Psychology Press, 2009.                Print.


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You are here: Home Resources Samples Analysis of Rational Consumer Behavior