Edexcel IAL U1 revision - Section 2 (2018)

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Section 2 Consumer behaviour and demand 消费者行为与需求

大纲要求

1. Rational decision making 理性的政策决定

a) The assumption of rationality in decision making: consumers aim to maximise utility by making rational choices; firms aim to maximise profits. 理性政策决定的假设：消费者最大化效用，企业最大化利润

b) Reasons why consumers may not aim to maximise utility: 消费者没有最大化效用的原因

• the influence of other people’s behaviour (herding) 受到其他人行为的影响（羊群效应）
• habitual behaviour 习惯性行为
• inertia 惰性
• poor computational skills 计算能力差
• the need to feel valued 需要被人重视
• framing and bias. 框架效应与偏见

2. The demand curve 需求曲线

a) The concept of ‘demand’. 需求的概念

b) The distinction between movements along a demand curve and shifts of a demand curve. 沿需求曲线的点移动与整条需求曲线的线移动之间的区别

c) The concept of diminishing marginal utility and its significance for the shape of the individual demand curve. 边际效用递减的概念及该概念对需求曲线形状的影响

d) Factors that may cause a shift in the demand curve: 导致需求曲线发生线移的因素

• changes in the price of substitutes or complementary goods 替代品或互补品价格的变化
• changes in real income 实际收入的变化
• changes in tastes 品味的变化
• changes in size and age distribution of the population 人口规模与年龄结构的变化
• advertising. 广告

3. Price, income and cross-elasticities of demand 价格需求弹性、收入需求弹性和交叉需求弹性

a) The concepts of ‘price’, ‘income’ and ‘cross-elasticities of demand’. 价格需求弹性、收入需求弹性和交叉需求弹性的概念

b) How to use formulae to calculate price, income and cross-elasticities of demand. 如何运用公式计算价格需求弹性、收入需求弹性和交叉需求弹性

c) Interpretation of numerical values of price elasticity of demand: 对价格需求弹性的数值解读

• perfectly price elastic demand 完全弹性
• price elastic demand （相对）有弹性
• unitary price elastic demand 单位弹性
• price inelastic demand （相对）缺乏弹性
• perfectly price inelastic demand. 完全无弹性

d) The factors influencing price elasticity of demand: 影响需求价格弹性的因素

• availability of substitutes 替代品的可获得性
• branding 商标
• percentage of total expenditure 本产品的消费在总消费中的占比
• addictiveness of product 商品的成瘾性
• durability of product. 商品的耐用性

e) How to calculate total revenue. 如何计算总收入

f) How price elasticity of demand varies along a straight line demand curve. 需求价格弹性如何沿着一条直的需求曲线发生变化

g) The relationship between price elasticity of demand and total revenue. 需求价格弹性与总收入的关系

h) Interpretation of numerical values of income elasticity of demand: 对收入需求弹性的数值解读

• perfectly income elastic demand 完全弹性
• income elastic demand （相对）有弹性
• income inelastic demand （相对）缺乏弹性
• perfectly income inelastic demand 完全无弹性
• the distinction between normal goods and inferior goods. 通常商品与劣质品的区别

i) Interpretation of numerical values of cross elasticity of demand. Significance for the degree to which goods are: 对交叉需求弹性的数值解读；交叉需求弹性对判断下列产品的重要性

• substitutes 替代品
• complements 互补品
• unrelated. 不相关产品