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Approaches to Consumer Behaviour

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Topics

  • Approaches
  • Cardinal Approach (Marshallian View)
  • Assumptions of Cardinal Approach
  • Key Point Summary
CISCE: Class 12

Approaches

There are two main ways to study consumer behaviour:

  • Cardinal Approach (Marshallian View)
  • Ordinal Approach (Hicksian View)
    Here, we focus on the cardinal approach given by Dr Alfred Marshall.
CISCE: Class 12

Cardinal Approach (Marshallian View)

The cardinal approach assumes that satisfaction (called “utility”) from consuming goods can be measured in numbers, like 1, 2, 3 “utils”.​

Key Laws:

  1. Law of Diminishing Marginal Utility
  2. Law of Equi-Marginal Utility
CISCE: Class 12

Assumptions of Cardinal Approach

  1. Utility can be measured numerically (“cardinally”) in units called utils or money.​
  2. Consumers are rational—they aim to maximise total satisfaction.
  3. The consumer’s income, taste, and preferences remain constant.
  4. Marginal utility of money remains the same throughout.
CISCE: Class 12

Key Point Summary

  • Utility means satisfaction; cardinal utility can be measured.
  • The law of diminishing marginal utility says more of the same good gives less satisfaction.
  • Equi-marginal utility means equal satisfaction from each rupee spent across different goods.
  • Always apply these laws assuming rational behaviour and fixed income.

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