Rational buyer behavior presentation. Presentations in economics (grade 11) presentation for a social studies lesson (grade 11) on the topic. Law of diminishing marginal utility

Purpose: study of the theory of consumer behavior.

Lesson objectives:

1.Educational:

determine the initial components of the theory of consumer behavior;
characterize different approaches to measuring utility;
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;
to formulate one's own point of view;
to search for the necessary information, to highlight the main thing.

3. Educational:

formation of a worldview corresponding to the modern level of economic knowledge;
formation of the student's civic position as an active participant in the economic process;

Technologies: problematic dialogue

Teaching methods: problem-search

Forms of organization of 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, indifference curve map.

Planned results:

Subject:

They will learn: to determine the initial components of the theory of consumer behavior; characterize different approaches to measuring utility; identify the features of the types of utility estimates and the properties of indifference curves.

They will have the opportunity to learn: to analyze objects; focus on understanding the reasons for academic success; to formulate one's own point of view; to search for the necessary information, to highlight the main thing.

Metasubject UUD:

Cognitive: establish causal relationships and dependencies between objects; supplement and expand the existing knowledge and ideas about the rational behavior of the consumer; build logical chains of reasoning; searching for the required information.

Communicative: draw up dialogical statements, understand the position of the partner, including those different from their own, coordinate actions with the partner; enter into collective educational cooperation.

Regulatory: keep 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. Evaluate their own learning activities.

During the classes

I. Organizational moment

Goals: creating an emotional mood and conditions for setting a learning task through a problematic dialogue; activation of mental activity of students, interest in the upcoming work.

Slide 2 is shown.

Teacher: Good afternoon! Today we have witnessed a variety of consumer preferences. Each visitor chooses the product that he needs. Let's analyze the images and tell us what the choice of different buyers is dictated by?

Student: One customer chooses vegetable and meat products.

Student: Another customer, probably a child, chooses sweets.

Student: The third customer buys dairy products.

Teacher: So we can say that different customers choose different products. And the question is why is this happening?

Student: Each age group has its own needs, its own economic interests.

Teacher: So, what are we going to talk about in class today?

Student: About consumer behavior, about 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 capable of comparing the satisfactions derived from various activities and products, and of preferring some over others. But it is one thing to desire this or that product, and another thing to acquire, i.e. our choices, as opposed to our desires, will be somewhat limited. Let's try to figure out what causes the behavior of a particular 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 number 5 is shown - So, you have a buyer in front of you and his choice is limited by something? (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, cheap, and diamonds, which are far from being the most essential good, are very 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 supply of water available to each individual under normal conditions is very large, and sometimes unlimited. The usefulness of diamonds is much lower than the usefulness 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 - entry in a notebook: Utility is an indicator of the degree of satisfaction caused by the consumption of any set of goods and services or any individual product.

The concept of "usefulness" is subjective, as each consumer in his own way, individually, depending on his personal interests, tastes, needs, evaluates the satisfaction that he can derive from the consumption of a given product or service. At the same time, "utility" as an economic concept is not identical to the concept of "benefit". Satisfying their needs, a person does not always benefit for himself and his health (for example, alcohol and tobacco). (slide number 10)

And how does this issue in the history of economic thought.

(Slide No. 11 - entry in a notebook): "Utility" was first introduced into scientific circulation by the English philosopher I. Bentham. However, neither he nor the economists of his time understood the connection between the value of a commodity and the utility derived from its consumption. What other economists have said about utility. So, let's move on to checking the homework, which is aimed at clarifying the question: "Utility and rational choice of the buyer."

II. Survey of students on the material given at home.

Objectives: to create conditions for the activation of 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: “Utility and rational choice of the buyer in the history of economic thought”, where two names of economists were proposed by the teacher for study, and students chose one representative on their own, based on their interests.

Table #1

"The rational choice of the buyer in the history of economic thought" (slide No. 12).

The process of discussing the answers should lead to the concepts of total and marginal utility of a good and to the question of how utility is measured.

III. Learning new educational material.

Objectives: to study in economic theory two approaches to measuring utility, to identify the total and marginal utility of a product and to characterize the tools for analyzing consumer behavior.

*How is utility measured? (slide number 13 - recording)

Economic theory knows two variants of utility theory, or rather two approaches to its measurement: cardinal (quantitative) and ordinal (ordinal).

The cardinal approach to the measurement of utility presupposes an absolutely precise, like a physical quantity, quantitative determination of the value of utility. As a measure of utility, the cardinalists used a conditionally objective unit called "util". (slide No. 14) At the same time, the greater the utility, the higher the quantitative assessment of the good (entry in a notebook). For example, a bar of chocolate brings a utility of 4 utils, and a kilogram of meat - 6 utils, and so on. Then, what will be the universal and exact unit of utility - this approach did not give an answer. (slide number 15)

And the ordinalist approach came to replace cardinism. The term “ordinary” itself means “ranked” or arranged in a certain order: 1st, 2nd, 3rd, etc., a certain ranking is allowed, the construction of a number of goods and services according to the principle of preference. (slide number 16 - entry)

The consumer cannot accurately judge the quantitative dimensions of ordinal numbers, but can only say something about the degree of importance relative to each other. Modern economists start from assumptions about the ranking and sequence of choices and from observable facts about them. Such a campaign does not require any psychological interpretation of such choices. What is called utility today reflects the ranking of preferences. (slide №17-18)

*What types of assessments are primarily important for the consumer? (slide number 19 - recording).

Total utility is a measure of the total satisfaction derived 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 the change in total utility caused by a change in the consumption of that good or service by one unit, provided that the consumption of other goods remains unchanged. (slide number 21 - recording)

In the economic literature, it is customary to designate marginal utility MU, total utility - TU. Suppose we are measuring the marginal utility of some commodity X. With these notations, the algebraic expression for the marginal utility of commodity X will look like this:

MUх=, (slide No. 22 - recording)

An increase in total utility as consumption grows is consistently accompanied by a fall in the rate of utility growth. 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 - recording)

This law does not say what you don't like, for example, going to the cinema again. He simply claims that the consumer does not rate him as highly as the first visit. However, time is an important factor in the evaluation process: if the first visit took place last year, then in the new year the second visit will be just as highly valued. The law of diminishing marginal utility in most cases is relevant precisely to short time periods. (slide number 25)

*What are indifference curves and what properties does it have? (slide number 26 - recording)

Indifference curves serve as the main tool for analyzing consumer behavior. If the consumer does not care which combination to prefer, then he is in a position of indifference. (slide number 27 - recording)

An indifference curve is a set of points at which alternative combinations of two goods are located that bring the same satisfaction, and the choice of which the buyer is indifferent. (slide number 28 - recording)

Consider the indifference curve (slide No. 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, product Y on the vertical axis.

Presented on the indifference curve, all possible combinations of goods X and Y provide the consumer with the same level of utility. In other words, the consumer does not care where he is on the curve: 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 receives satisfaction from both goods if the following condition is met: if he increases the consumption of good X, then he must give up 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 the consumption of X is growing relative to the consumption of Y, while the buyer constantly gives up a decreasing amount of Y for a constant increase in the amount of X. (slide No. 32-entry)

The set of indifference curves forms a map of indifference curves (slide No. 33 - Figure 2 and definition record).

An indifference map is a set of indifference curves, each representing 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 lying above and to the right of another represents a higher level of consumption (utility). Hence, every combination of goods X and Y on curve U4 is preferable to any combination on curve U3, and so on. All sets of goods on the same curve are equivalent to each other. And any combination of goods that is on a higher curve will be more preferable. There are only four curves on the graph. In fact, there may be many more, since the number of bundles of goods X and Y contains an infinite number of indifference curves. (slide number 34)

Summarizing the properties of indifference curves, the following main features should be pointed out:

An indifference curve that lies above and to the right of another curve represents the preferred bundles. In this case, a new indifference curve can be drawn between any two curves.
The second trait follows directly from the first: indifference curves never intersect or touch each other. (slide number 35 - recording)
An indifference curve always has a negative slope. A negative slope indicates that an increase in the amount of one good is accompanied by a decrease in the amount of another good included in the bundle.
The absolute slope of the indifference curve decreases as you move down it to the right (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 features 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 another question.

*What is the marginal rate of substitution and what does it characterize?

The marginal rate of substitution of good X for good Y measures the desire (inclination) of the consumer to exchange one product for another. It represents the maximum quantity of good Y that a consumer is willing to give up in order to obtain one additional unit of good X while maintaining a constant overall level of satisfaction. (slide 38 - recording)

The marginal rate of substitution (MRSxy) of good X for good Y is:

MRSxy \u003d (slide No. 39 - recording)

The question remains to be answered: why is the consumer willing to sacrifice a diminishing quantity of one commodity in order to acquire a unit of another commodity?

Consider the law of diminishing marginal utility. We always value what we have less. As the indifference curve moves from top to bottom, less and less product Y remains at the disposal of the individual, therefore, its value increases, and product 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 given the following assignments.

Task 1. For each concept given in the left column of the table, select its definition from the right column: (slide No. 41-42)

Definition

General utility

A. Commodity prices are based not on total utility, but on marginal utility.

marginal utility

B. As the quantity of a good consumed increases, the marginal utility of an additional unit of the good decreases.

Law of diminishing marginal utility

B. The satisfaction that people get from consuming the total amount of goods of this type they have.

Paradox of water and diamonds

D. The increase in total utility with an increase in the volume of consumption of this product per unit.

Task 2. Insert the missing words in the statements below: (slide No. 43)

The increase in utility caused by an increase in the volume of consumption of a product is called (marginal) utility.
As the total amount of goods increases, the marginal utility of each additional unit of the good (decreases).
The total utility curve has a (positive) slope.
Total utility is at its maximum when marginal utility is (zero).
The law of (inverse) dependence of quantity demanded on price follows from the law of diminishing marginal utility.

V. Homework (slide number 44)

steam. 5.1 and 5.3; analyze indifference curves;
pp. 136-137 questions 1,2 and 3 answer the questions orally;

Related educational materials:

Consumers in the economy: households and individuals as consumers of goods and services firms (manufacturers) as consumers of investment goods the state as a consumer of goods and services in order to meet social needs Personal consumption Industrial consumption Public consumption

Think about the difference in consumer behavior in the market and command-administrative systems of the economy? In market conditions, the choice of the consumer is to maximize the utility from the consumption of goods and services. What other factors that influence consumer choice can you name?

Remember the definitions of the concepts: "good" "free goods" "economic goods" good Everything that a person uses to satisfy his needs. free goods Goods that are available to any consumer and do not require the renunciation of other goods, i.e. can be consumed in unlimited quantities. economic goods Goods, the available amount of which is less than the demand for them. These benefits are created by man and are not found anywhere in nature.

Only that good, which has utility for the consumer, can satisfy his needs. Utility The satisfaction a person gets from consuming a good or service. Subjective assessment of the product, which depends on the nature, habits, taste, mood of the consumer and the conditions in which he is.

Total marginal utility The total utility of the total amount of goods consumed. The more a good is consumed, the greater its utility. At the same time, each subsequent unit of the good becomes less valuable as the consumer is saturated. The additional utility that comes from consuming one more unit of a good. Law of marginal utility:

2. Income and expenses of the consumer Income - funds in cash or in kind, received as a result of the economic and financial activities of individuals, enterprises and the state. Nominal income Real income Disposable income The amount of money received by individuals during a certain period The amount of goods and services that can be purchased with nominal income, taking into account changes in the price level Nominal income minus taxes and mandatory payments

Sources of formation of nominal income Income from professional activity or wages Transfer payments - gratuitous payments from the state (pensions, benefits) Income received through the credit and financial system (state insurance, interest on bank deposits, bank loans for individual housing construction, income from shares, bonds, lottery winnings, compensation for damages)

The quantity and quality of goods that can be purchased with income depend not only on the amount of income, but also on the rationality of spending. Expenses consumption savings food products non-food products services taxes bank accounts securities (shares) real estate insurance

Factors influencing the incomes of the populationexpenditures of the population skill level wages dynamics of retail prices saturation of the consumer market with goods the scale and efficiency of entrepreneurial activity inflationary price growth saturation of the consumer market with goods level of public confidence in banks level of income

Preparing for the exam: 1. A typical feature of consumer behavior is 1) increasing attention to the quantity of goods, and not to their quality with an increase in income 2) refusal to buy expensive things with an increase in income 3) an increase in spending on expensive goods with a decrease in income 4) spending most of the income of poor families for clothing 2. Which of the following examples is an illustration of rational consumer behavior? 1) search for product information 2) search for the most popular product 3) evaluate the quality of the product by its price 4) follow the advertisement

3. Which of the following is an example of a consumer rights violation? 1) the lack of the possibility of buying on credit 2) the absence of advertising of goods 3) the high price of goods 4) the lack of reliable information about the product 4. The violation of consumer rights guaranteed by law is 1) a shortage of goods 2) the market price of consumer goods 3) the lack of information about goods 4 ) insufficient number of goods in stock

5. What are the typical features of rational consumer behavior? 1) reducing spending on expensive goods with an increase in income 2) with any increase in income, there is no limit to spending money on food 3) increasing attention to the quality of goods with an increase in income 4) with consistently high incomes, refusal to purchase expensive goods 6. To the typical features of consumerism behaviors include 1) spending most of the income of poor families on food, clothing, housing 2) increasing the growth of spending on expensive items in a larger proportion than income 3) reducing attention to the quality of goods with an increase in income 4) increasing spending on expensive goods with a decrease in income

7. In the list of sources of consumer income, the following are (are) superfluous: 1) dividends on shares 2) inheritance tax 3) property 4) unemployment benefits 8. Family budget income includes 1) payment of interest on a loan 2) purchase of food 3 ) unemployment benefits 4) utility bills 9. What is needed to increase consumer savings? 1) the presence of a system of lending to the population 2) an increase in the living wage 3) a decrease in the quality of goods 4) an increase in income

12. The increase in consumer spending is affected by 1) an increase in income tax 2) a decrease in social benefits 3) an increase in consumer income 4) a decrease in labor productivity 13. What is a mandatory consumer expense? 1) travel expenses 2) purchase of securities 3) payment for the services of an apartment interior designer 4) property insurance

Opportunity Cost - Offer a way out of a situation. Hierarchy of the theory of needs according to A. Maslow. Limited resources. Every person sacrifices something when making a decision. Any choice involves costs. Consequences of limited resources: Anything that people value as a means of satisfying needs. What are the two meanings of the word "economy"?

"Monopoly and competition" - Reasons for formation and main forms 3.2. Behavior of firm in the conditions of monopoly 3.3. Oligopoly. 10. 3.1. Monopoly. Psk. The intersection point of the MR and MC curves is the firm's equilibrium point. R. Optimum point and monopolist's profit. MC.

"Costs and profits of the company" - Association of entrepreneurs. Firm. Types of Firms. Concepts of the firm and types of firms. Definitions. Economic conditions of the firm. Exercise number 1. Calculation of accounting and economic profit (thousand rubles). General partnership - Limited partnership - Limited liability company - Joint-stock company - Corporation - Holding company -.

"Magnitude of demand" - Point elasticity. Unit elasticity (Epd=1). Demand. Explain the reasons for your answer. The dependence of the quantity demanded on the price level is called the scale of demand. The DD curve obtained on the chart (from the English demand - "demand") is called the demand curve. The law of demand. Reasons for changing demand. Factors affecting demand.

"Capital" - Topic 6. Capital market and interest. Capital creation: Time preference rate = rK. Gross investments take into account the cost of reimbursement (depreciation). Demand for investment. 30. Types of investments. The process of capital formation is sharply activated. 70. Net investment is the gross investment minus funds to be reimbursed.

"Rational consumption" - 11. Herman Gossen. (Rational consumer) - a consumer who always maximizes utility. 5. Food. Curve of indifference. Clothing. 9. 13. Rational consumer.

There are 12 presentations in total in the topic

slide 1

Who is a consumer

slide 2

Economist's task

Examination

slide 3

slide 4

Task 1: In a store near the school, a sketchbook costs 20 rubles, and in a store 10 bus stops away, it costs 17 rubles. Which store is the cheapest to buy an album?

although the sketchbook in the store near the school is more expensive, it is economically more profitable to buy it, since the purchase of a cheaper album will require travel time (10 stops) and money on the road.

slide 5

1. The globe is sold in a single store;

In which case the price of the globe will increase:

2. A globe is sold in every bookstore;

3. It has become fashionable to put the globe on a desk;

4. The globe can be replaced by a world map that takes up little space;

5. The President of the Russian Federation put his signature on the globe.

Conclusion: Price is what the consumer pays. If he is not satisfied with the price, he looks for the same but cheaper product or another product that meets the same requirements.

slide 6

Who is a consumer and what role does he play in the economy?

A consumer is such a participant in the economy, which can be an individual, an entire enterprise, and even a state that has material and spiritual needs and the ability to satisfy them, that is, the means to buy goods and services, and, finally, the desire and ability to use them according to appointment.

Slide 7

How do plants and factories know what products they need to produce?

The consumer reminds them of this. He buys only the things he needs, and if the volume of purchases increases, then this is a signal for action for manufacturers.

The consumer is primarily characterized by the presence of needs.

Slide 8

Recall "The Tale of the Fisherman and the Fish" by A.S. Pushkin

The golden fish fulfilled the wishes of the greedy old woman, but then swam away from her and the old man, realizing that the needs of people are limitless.

Slide 9

Let's remember

A need is a need, a need for something that needs to be satisfied.

Physiological, the need for security, social, the need for respect, the need for self-realization.

What does the term "need" mean?

What types of needs do you know?

Slide 10

Fill in the table

Shopping in food stores, things, household goods. Purchasing an apartment

Food, household items, clothing, apartment, furniture, etc.

Family creation. Participation in cultural and social life

Creating your own family and strengthening the parent. Formation of a circle of friends and relatives.

slide 11

Installation of various types of protection of your property, information and rights. Direct participation in the protection of oneself, relatives and friends, society. Getting a job.

Metal doors, alarm system, property insurance. Creation of internal and external armed forces. Providing honey. assistance, social protection

slide 12

High level of self-realization in work, family, social activities

High-quality fulfillment of all life rights, duties and opportunities

Obtaining education (including additional). Achieve life goals

Teaching at school, college, university. Get a job that matches your inclinations and interests

slide 13

Game "Magic Wand"

Rules Each of you has a magic wand that can fulfill one cherished desire. Tell me what you would like, be sure to use the word "consumers"?

Slide 14

Human needs are limitless, and there are not enough resources to satisfy them. The economy must provide the best possible material goods for the people from the limited amount of resources it has at its disposal. And every consumer must become a rational consumer.