• Unit 4: The Consumer

    In this unit we focus on the individual consumer and the characteristics that compel them (to choose) to spend income on goods and services. The consumer experiences utility – a measure of satisfaction – with every purchase they make, and economists measure this utility to determine a consumer's optimal rate of consumption. The theory of demand is derived from the theory of consumer behavior presented in this unit. We can explain an individual's demand function by two approaches that help illustrate personal preferences: utility analysis and indifference analysis. We explore these concepts more fully in this unit.

    Completing this unit should take you approximately 12 hours.

    • 4.1: The Rational Consumer

    • 4.2: Consumer Preferences and Consumer Choice

    • Unit 4 Review

    • Unit 4 Assessment