Who out there has heard about the theory of consumer choice? According to my text book, “a consumer is equally happy at all points on any given indifference curve, but she prefers some indifference curves to others.” WHAT?!? But how does that make sense? There are high and low points. If someone likes one individual good more so than the other, obviously they have a
“prefered point”. Obviously the majority of individuals want a higher indifference curve. Who wouldn’t want more money to buy more. Budget constraints cause a shift on the indifference curve. The more money people make, the more they can buy overall. So in essence, yes conceptually I understand the theory of this. However it is critical to include:budget constraints, substitutes, and complements. The indifference curve is indirectly correlated with the demand curve. For what people choose to spend their money on effects of much of various products they demand, as well as what they are willing to pay. Of course there are both big and small trade-offs. While some debate buying an extra pizza or 6 colas, others face a trade-off of either renovating his/her house this year or buying a new safe vehicle. We can’t estimate which they will do, but the more people make, the more the demand goes up. For example statistics may show that demand of frozen pizzas lower, this could be because people buy better food and less “Cheap”/”convenient” foods. Opposingly average income could go up and the sale of 93% lean meat may rise, as people are buying more expensive food with a portion of the extra money they are making. Others simply go out to eat! On a bigger scale again consider cars and home improvement. As income increases by 20% perhaps home renovation spikes another 10% and cars rise another 5%. In the end, it’s the consumers choice! Economists of course can utilize information of theory in relation to supply and demand, as well as, analyze how people rationalize trade-offs to make positive business decisions. Knowing this, for me makes zero difference, I’ve always faced trade-offs whether I was aware of it or not. As humans we rationalize based on what we want, this is altered by income, demand, supply, purchase power etc..