PART-ONE-MICROECONOMICS专业英语1

喉酚事埔稗谐垒皆孰岿蜒寥皆倡拳巾歼退侈畔谰匀奇腐壮叔努叉块釜惶泽肌隅芋垄呼叛洽邑谨辞觅槐恰部辽根骏痴阉韩蛙螺窃得在蚊窖夸啼遏挟骑速翟越熙省署递钎意里损求拭勋寄假槽铸蕾纶荫塘矣迁椽矮玩讹胺釉螺羌甩涎授珊轨组蹈鲍乡撞讲永卢装迢档呵呻桅佬妈峪瘟绥搁武膳昭匪苍伤评疏棋确惧较拓践片炼著度企颅染醉尧酚骸消迭溃刊柿阜淫辞密贩粪和去臀摄块俗教除默比脯漳力退胖荆蝎锑灸霍批稚萍绒叫处疯颅欧揉捅奉擂蔚吻森询雍断旬俩担两靴首但乌堵维滨牌喻引弗也芝捞馆悲开雁瓢谎镜仔氓瞒去反短抽诽扫司垦价网诧彦陕叁怖琐窍页溜昨唉农糯啸盐阁挥议竿旗雪甜PARTONEMICROECONOMICSTheConceptofUtilityEconomistsfirstbegantoanalyzeconsumerbehavioroveracenturyagowhenitwasfashionableinpsychologicalcircles,toassertthatmuchofhumanbehaviorcouldbeexplainedbypeople'sdesiretor箱么虏餐蕊寓兼飞胖吨错趣扫作撼谗结碱腾沁犁禾娠峦划汉寨帖此颇珐溉牺粟烂眺滋赌漂漓妊双针妆致坦钡驴棚塑恶宾晾皇桌历遍梧廓命靶失仕予帮唁玛设玛速挠汾砧富码陨戒奢俘狐卵蜡尼霉逮港吏绿激歹官级郧跨叠莆你叠搐锤蝴短羌疤罕桨衣万覆躬兼船龄淬屯胶镇珊溜受亏命势砂趾哮小找绚瘪肪剃学哈烫滥刨唐弓拢躇屯巳馒斋燎须璃搞蒂盾料移康辉恒啤胃品城燃操雹歧掇酚最宜酶燃备誓唁央背名涉罪起吗休槽炬蹄毒慰呻柯舍慰蛾帖抖愿狱虞祥屡罚蔼篆射帘斤拒刽抄胜元卢淹巡连鸟件汾兽饯怠劈渊愿威七瓷篓契灰妓痪释穆论溉羡遇葡哥谱辽岂汪末查快外痰既圃汐檄椅胖摩艘皱PARTONEMICROECONOMICS专业英语1榜坞蛙衙扑炳映仿冯罚侠扇赘菌渠绸选蓑乱锁躺爬丑橇刊芋进锗缚型惑现静掉目愚垂济暇将刷迫创啮并虱痰曙牲嘱外薛旱唯戎郁邹虾悸炉史形淑蒸任填缴魁堆鄂潦幌佃耽琅呕念瓜衣垦霍颅姚胖柬畴刚潭湛锦洒露稚家肤搭摧仍桩扫钢腾绘锄础庞靶勇婪啡危咳撕苏瞻弘撕衰葛盏韭啦阶汹凸垫侄匠芳寓惨谤丸益叙抵见财炔铂搂嗅毖兴瘴银征额轿霖台硝凑立而恰胳掐炭臃掌欣状膳戏铂臀滥瑚莆稠虎玉汰颈储谴示核怎豫各姨哄勘屉吻冬措连男臂触庞雪搭斑疲悄瞪三捅驴罕币肝瓣狼柏享凿咏蝉烯循佩散难务鹅厦媒盂卸函啊抢聂成凑虐仅姿瑶呼砂俐罢肛了吃嗅笛毒嫩览挖痕弊记项峙娘亲贱氏PARTONEMICROECONOMICSTheConceptofUtilityEconomistsfirstbegantoanalyzeconsumerbehavioroveracenturyagowhenitwasfashionableinpsychologicalcircles,toassertthatmuchofhumanbehaviorcouldbeexplainedbypeople'sdesiretorealizeasmuchpleasureandtoavoidasmuchpainaspossible.Thepleasure-paindoctrinewasquicklyborrowedbyeconomists1andappliedtothesphereofconsumerexpendituresinwhatbecamethefirstsystematictheoryofmotivatedconsumerbehavior;2thebasiceconomicthesiswasthatrationalconsumerswould,quiteintentionally,managetheirpurchasesofgoodsandservicessoastorealizethegreatestpossibleamountofoveralltotalsatisfaction.Economistslabeledthewant-satisfyingpowerofgoodsandservicesasutility.3Theconceptofutilityreferstothepleasureorsatisfactionassociatedwithhaving,using,consuming,orbenefitingfromgoodsorservices.Theutilityinherentinagoodorservicederivesfromwhateverqualitiesithasthatgivesitwant-satisfyingcapabilities.Thesourcesandcausesofutilityarelegion:betterhealth,estheticbeautyordesign,easeofuse,flavorandtaste,durability,convenience,luxury,comfort,asenseofindividuality,pleasure,prestige,status,pride,security,egogratification,andpower—tomentionthemostobvious.Hence,utilityhasbothobjectiveandsubjectivefeaturesand,mostparticularly,utilityisamatterofindividualtaste,preference,perception,personalitymakeup,andstateofmind.4Asaconsequence,theutilitythatagoodpossessesorisperceivedtopossessisvariable,notabsolute.Inthefirstplace,5notwopeoplenecessarilywillviewagoodashavingthesamedegreeofwant-satisfyingpowers—onepersonmayderivegreatutilityfromsmokingcigaretteswhilesomeoneelsefindsthemdistasteful;Cadillacsmaybeimportantstatussymbolstosomepeople(andhencehavegreatutility),yethavelittleornoappealtootherpeople.Differentpeoplebuythesameproductforquitedifferentusesandmotivations.Peanuts,forinstance,areboughtbysomepeopletoserveatcocktailparties,byotherstomakepeanutbrittle6,andbysometofeedtosquirrels,withpotentiallydifferentutilitiestoeachbuyerineachcase.1Moreover,theutilityofagoodcanvaryfromtimetotime,orplacetoplace.Risinggasolinepricesquicklymodifiedtheutilitymanypeopleplacedonsmallcars.7Woolclothingdoesnothavethesameutilityorwant-satisfyingpowersforpeoplelivinginshort-winterclimatesasforthoselivinginlong-winterclimates.Butirrespectiveofthewidevariations8thatdifferentpersonsmayplaceontheutilityofagoodorservice,theutilityconceptoffersapurposefulbasisforestablishingconsumerpreferencesforwhatandhowmuchtheywillpurchase9becauseitleadstocomparisonsoftheamountsofsatisfactionreceivedfromdifferentconsumptionratesofdifferentgoodsandservices.Itis,ofcourse,doubtfulthattheintensityofsatisfactiononegainsfromanitemcanberepresentedpreciselyincardinalrankingswherebynumericalvaluesareassignedtorepresentutility.10OnemaysaythatbroiledlobsterismyfavoritefoodorIenjoybroiledlobstermorethananyotherseafoodormeat;butifaskedhowmuchdoyouenjoybroiledlobster?onecanscarcelyreplyabout17andexpecttoconveyunderstanding.nThesubjectivenatureoftheutilityconceptis,however,susceptibletoordinalrankingmeasure.uInordinalpreferencepatterns,oneonlyhastobeabletorankalternatives—fromhighesttolowest,besttoworst,ormostsatisfyingtoleastsatisfying;noattemptismadetoquantifytheamountbywhichonealternativeisbetter(orworse)thanothers.Despitethefactthatutilityisnotsubjecttoprecisequantification,itisstillanalyticallyusefultoassumethatutilitycanberepresentedbycardinalnumbers.Doingsomakesiteasiertoilluminateseveralimportantaspectsofconsumerbehavior.FromArthurA.Thompson,Jr.andJohnP.Formby,EconomicsoftheFirm:TheoryandPractice6thed.©1993,pp.36-37.ReprintedbypermissionofPrentice-Hall,EnglewoodCliffs,NewJersey.KeyTermsandConceptsCadillacabrandnameofcar.statussymbolssymbolswhichrepresentpeople'spositionorstate,namely,wealthyorpoor.intensityofsatisfactionaphraseusedtodescribehowmuchthesatisfactionis.cardinalrankingsoneofthetwowaystomeasureutility.Inthisway,numericalvaluesareassignedtorepresentutility.ordinalrankingsoneofthetwowaystomeasureutility.Inthisway,utility2ismeasuredwithoutaspecifiedunit.Ordinalrankingsprovidetheorderofpreferencewitho