Chapter消费者需求说课.ppt

消费者需求Consumer Demand 消费者的钱是如何化掉的How Consumer Dollars Are Spent 住房、交通和食物化掉了家庭预算的70％。70% of household budgets is spent on housing, transportation and food. 消费者的钱是如何化掉的How Consumer Dollars Are Spent 消费模式Patterns of Consumption 与过去相比习惯已经改。“Essential” items have changed from years ago. 手机Cell phones CD播放机CD players 社会心理学的解释The Sociopsychiatric Explanation 对商品和服务的渴望是由于我们需要社会的赞同，安全和自我满足。The desire for goods and services arises from our needs for social acceptance, security, and ego gratification. 需求的决定因素Determinants of Demand 什么因素决定我们买什么？What determines what we buy? 社会心理学的解释The sociopsychiatric explanation 经济学的解释The economic explanation 社会心理学的解释The Sociopsychiatric Explanation 超越与自己地位相当的人。“Keeping up with the Joneses” 富裕的年轻人Affluent Teenagers 经济学的解释The Economic Explanation 需求Demand 指其他条件不变时，在一定的价格水平下人们愿意并且能够购买的商品的数量。The ability and willingness to buy specific quantities of a good at alternative prices in a given time period, ceteris paribus. 决定市场需求的因素Determinants of Market Demand 偏好－对这种或者其他商品的渴望。Tastes — desire for this and other goods 。 假设一个研究结果显示冰淇淋对你有好处，你对冰淇淋的需求将增加。If a study says ice cream is good for you, the demand for ice cream would increase. 决定市场需求的因素Determinants of Market Demand 收入（消费者的收入）Income (of the consumer) 决定市场需求的因素Determinants of Market Demand 预期（对收入，价格和偏好而言）Expectations (for income, prices, tastes) 决定市场需求的因素Determinants of Market Demand 其他商品（他们的可得性和价格）Other goods (their availability and prices) 决定市场需求的因素Determinants of Market Demand 市场中消费者的数量。The number of consumers in the market. 市场需求Market Demand 在一定时期在一定价格水平下，人们愿意并且能够购买的商品或服务的总量。The total quantities of a good or service people are willing and able to buy at alternative prices in a given time period. 市场需求是个人需求的总和。Market demand is the sum of individual demands. 效用理论Utility Theory 经济学家假设，如果一种商品给消费者带来的快乐越多，人们愿意为此支付的价钱越高。Economists assume that the