Chapter 5 Consumer Choice:Individual And Market Demand (一)目的与要求 the goal here is to know 1.Understanding the concepts"utility"and"marginal analysis"; 2.Understanding how to analyze purchase decisions, 3.Understanding how to analyze purchase decisions (一)教学内容 1.主要内容 Scarcity and Demand Utility:A Tool to Analyze Purchase Decisions Behavioral Economics:Are Economic Decisions Really Made "Rationally"? Consumer Choice As a Trade-off:Opportunity Cost From Individual Demand Curves To Market Demand Curves Indifference Curve Analysis 思政元素：该章节接介绍消费者的选择。可以采取讲授法，结合我国目前经济“双 循环”的背景，提出消费是影响我国经济发展重要因素。让学生了解绿色消费、信息 消费和共享消费等新型的消费观念与模式，帮助学生树立正确的价值观和消费观。 2.基本概念和知识点 Total Utility,Marginal Utility,"Lawof diminishing Marginal Utility,Marginal Analysis;Consumer's Surplus;Inferior Good,Budget Line;Indifferent Curve;Slope ofA Budget Line:Slope of A Indifferent Curve 3.问题与应用（能力要求） "Economists are wrong to pay so much attention to the margin,tothe last unit ofa good that is bought.The last unit is the least important.They should focus their attentionon the more important earlier units."Discuss. "The text explains that consumers who follow the optimal purchase rule will behave such that their demand curve for a good is the same as their marginal utility curve.This is an interesting but not very relevant piece of information.Consumers do not follow an optimal purchase rule.They buy on impulse,and they often buy things that do them no good.It is a serious mistake to develop models based on the assumption that human behavior is rational."Discuss. (三)思老与实我 "Price has nothing to do with utility or value.Tickets to the worst Broadway play cost S50.while ticketsto Oscar-winning movies cost no more than$1.I rest my case."Discuss (四)教学方法与手段7 Chapter 5 Consumer Choice: Individual And Market Demand （一）目的与要求 the goal here is to know 1.Understanding the concepts “utility” and “marginal analysis”; 2.Understanding how to analyze purchase decisions; 3.Understanding how to analyze purchase decisions (二）教学内容 1.主要内容 Scarcity and Demand Utility: A Tool to Analyze Purchase Decisions Behavioral Economics: Are Economic Decisions Really Made “Rationally”? Consumer Choice As a Trade-off: Opportunity Cost From Individual Demand Curves To Market Demand Curves Indifference Curve Analysis 思政元素：该章节接介绍消费者的选择。可以采取讲授法，结合我国目前经济“双 循环”的背景，提出消费是影响我国经济发展重要因素。让学生了解绿色消费、信息 消费和共享消费等新型的消费观念与模式，帮助学生树立正确的价值观和消费观。 2.基本概念和知识点 Total Utility; Marginal Utility; “Law” of diminishing Marginal Utility; Marginal Analysis; Consumer’s Surplus; Inferior Good, Budget Line; Indifferent Curve; Slope of A Budget Line; Slope of A Indifferent Curve 3.问题与应用（能力要求） “Economists are wrong to pay so much attention to the margin, to the last unit of a good that is bought. The last unit is the least important. They should focus their attention on the more important earlier units.” Discuss. “The text explains that consumers who follow the optimal purchase rule will behave such that their demand curve for a good is the same as their marginal utility curve. This is an interesting but not very relevant piece of information. Consumers do not follow an optimal purchase rule. They buy on impulse, and they often buy things that do them no good. It is a serious mistake to develop models based on the assumption that human behavior is rational.” Discuss. （三）思考与实践 “Price has nothing to do with utility or value. Tickets to the worst Broadway play cost $50, while tickets to Oscar-winning movies cost no more than $10. I rest my case.” Discuss （四）教学方法与手段