消费者行为理论就是在确定商品效用的基数或序数的基础上,研究消费者如何通过自己的有效选择获得最大满足,以及在收入、价格发生变化的条件下,消费者如何调整自己的购买量以获最大满足的理论。尽管消费者行为理论有其缺陷和理论上固有的难题,但它毕竟揭示了人们的消费心理、消费行为的一些规律性和普遍性,对于我们加强对消费的研究,并在现实经济生活中指导我们的消费行为仍具有重要意义。 1、基数效用论的效用量尽管难以测定,其边际 The theory of consumer behavior is based on the determination of the cardinal number or ordinal number of the utility of the product. It studies how consumers can get the maximum satisfaction through their own effective choices, and how consumers adjust their purchase amount under the condition of the change of income and price The most satisfying theory. Although consumer behavior theory has its own defects and theoretically inherent problems, it reveals the regularity and universality of people’s consumption psychology and consumer behavior after all, which is of great help to us in strengthening the research on consumption and guiding in real economic life Our consumer behavior is still significant. 1, although the utility of the cardinal utility theory difficult to determine its marginal