Consumer Choice Theory explores how individuals make decisions to allocate their resources among various goods and services. It examines the trade-offs consumers face and how these decisions maximize utility or satisfaction. The theory uses concepts like:
- Budget constraints – Limits on spending based on income and prices.
- Indifference curves – Graphs showing combinations of goods that provide equal satisfaction.
- Marginal utility – The additional satisfaction gained from consuming an extra unit of a good.
In the context of substitute and complementary goods, understanding consumer choice is crucial. If a consumer’s budget for entertainment is limited, they must choose between a video game, a laptop, an iPad, or a cellphone. They will likely pick the option that maximizes their satisfaction while staying within their budget. Similarly, if pasta prices drop, consumers might buy more pasta and, consequently, more sausage.
Knowing how consumers make these choices helps businesses and policymakers design better products and economic policies.