Marginal utility theory and the demand curve, the equi-marginal principle, indifference curves and budget lines, and the income and substitution effects.
Marginal utility theory
Utility is the satisfaction a consumer gains from consuming a good. Total utility (TU) rises as more is consumed; marginal utility (MU) is the extra utility from one more unit. The law of diminishing marginal utility states that, as consumption rises, each additional unit yields less extra satisfaction — so MU falls. TU is maximised where MU = 0.
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