Economic A Level 2
Economic A Level 2
Economic A Level 2
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Consumer Behaviour
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Rational Economics & Incentives
Individual economic decision-making is influenced by
Rationality
Incentives
Marginal utility
When analysing markets, a range of assumptions are made about the rationality of economic
agents involved in the transactions
In classical economic theory, the word 'rational' means that economic agents are able to
consider the outcome of their choices and recognise the net benefits of each one. Rational
agents are incentivised to select the choice which presents the highest benefits
Consumers are assumed to act rationally. They do this by maximising their utility
Producers are assumed to act rationally. They do this by selling goods and services in a way
that maximises their profits
Workers are assumed to act rationally. They do this by balancing welfare at work with
consideration of both pay and benefits
Governments are assumed to act rationally. They do this by placing the interests of the
people they serve first in order to maximise their welfare
In many ways, the assumption of rational decision-making is flawed. For example, consumers are
often more influenced by emotional purchasing decisions than a rational computation of net
benefits
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Exam Tip
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In your examinations, the essay questions test your ability to think critically. The command term
for these questions are evaluate, justify, assess and to what extent
One way in which you can demonstrate critical thinking is to challenge the underlying
assumptions of economic theory. The idea of rational decision making is one such assumption.
Do consumers act rationally when they make impulse purchases? Do workers act rationally when
they accept terrible working conditions for mediocre pay? Do governments actually maximise
public welfare or do they implement policies that mainly benefit their core voter base?
Irrationality distorts markets and produces fundamentally different outcomes than what would
be achieved if all economic agents acted rationally.
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Utility Theory
Utility is the satisfaction gained from consumption Your notes
Marginal utility is the additional utility (satisfaction) gained from the consumption of an
additional product
The utility gained from consuming the first unit is usually higher than the utility gained from
consuming the next unit
For example, a hungry consumer gains high utility from eating their first hamburger. They are
still hungry and purchase a second hamburger but gain less satisfaction from eating it than
they did from the first hamburger
To calculate total utility, the marginal utility of each unit consumed is added together
This means that total utility keeps increasing even while marginal utility is decreasing
The Law of Diminishing Marginal Utility states that as additional products are consumed, the
utility gained from the next unit is lower than the utility gained from the previous unit
The Law of Diminishing Marginal Utility helps to explain why the demand curve is downward
sloping
When the first unit is purchased, the utility is high and consumers are willing to pay a high
price
When subsequent units are purchased, each one offers less utility and the willingness of the
consumer to pay the initial price decreases
Lowering the price makes it a more attractive proposition for the consumer to keep
consuming additional units
This is one reason why firms offer discounts such as '50% off the second item'
A consumer achieves utility maximisation when they spend their limited income in such a way that
they will achieve the most satisfaction from their money
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Imperfect Information
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Asymmetric Information
One of the assumptions of free markets is that there is a perfect flow of information
This would include information on pricing, the availability of substitutes, the truthfulness of
the product claims, etc
Information gaps exist in nearly all free markets and distort market outcomes, resulting in market
failure
Perfect information in the market means that buyers and sellers have exactly the same level
of information about the good or service. This is called symmetric information
In many markets, buyers and sellers have different levels of information. This is called
asymmetric information. For example, there is asymmetric information in the used car
market: sellers know more about the vehicle than the buyers
Asymmetric information distorts socially optimal prices and quantities in markets, resulting in
over or under-provision of goods or services
For example, goods/services with dangerous side effects would be sold in lower quantities
if buyers were aware of these effects (consider the VW emissions scandal). Fewer factors of
production should be allocated towards producing these
Similarly, goods and services with extra benefits would be sold in higher quantities if buyers
were aware of them. More factors of production should be allocated towards producing
these
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Behavioural Economics
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An introduction to Behavioural Economics
Behavioural economists question the assumption of traditional economic theory that
individuals are rational decision-makers who endeavour to maximise their utility
It argues that many economic decisions made by an individual are biassed
Behavioural economics contrasts traditional economics as it challenge the view that economic agents
behave rationally
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rational behaviour
The assumptions of traditional economics regarding decision-making do not hold Your notes
The following limitations mean individuals are unlikely to always make rational decisions
Bounded rationality
Bounded self-control
Biases
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Too much choice can also cause people to make irrational decisions
E.g. When making choices about purchasing particular products in the supermarket, there may
be too much choice, making it difficult to make a decision
Bounded Self-Control
The theory of bounded self-control suggests that individuals have a limited capacity to regulate
their behaviour and make decisions in the face of conflicting desires or impulses
It recognises that self-control is not an unlimited resource that can be exercised endlessly
without consequences
Humans are social beings influenced by family, friends, and social settings. This often results in
decision-making which conforms to social norms but does not result in the maximisation of
consumer utility
Bounded self-control leads to decision-making based on emotions, which may not yield the
best outcome
E.g People may indulge in impulsive spending, purchasing goods they did not originally intend
to buy
Businesses use marketing to capitalise on the lack of bounded self-control of individuals when
appealing to their target audience to maximise sales
E.g. Supermarkets place a range of items at the checkout register to encourage impulse
purchases
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Types of Bias
Rule of thumb This is when individuals make choices based on their default choice based
on experience
E.g. Individuals may also order the same piz z a anytime they order from
Piz z a Hut, However, the best choice may be to buy the new tasty option,
which is available at 50% discount
Anchoring and Anchoring bias occurs when individuals rely too heavily on an initial piece of
framing information (the "anchor") when making subsequent judgements or
decisions
E.g. When buying a used car, the seller may initially suggest a price of
$10,000. Even if you know the market value is lower, the anchor of
$10,000 might still influence your perception and as a result, the
consumer ends up paying a higher price than intended
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Your notes
Availability bias Occurs when people rely on immediate examples or information that comes
to mind easily when making judgments or decisions
It leads individuals to overestimate the likelihood or importance of
events or situations based on how readily available they are in their
memory
Social norms These are the informal rules that govern behaviour in groups and societies
E.g Consumers buy expensive goods to display wealth or social status
rather than for practical reasons
The perception is that owning luxury goods equates to success and
status
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Altruism is the idea that behaviour benefits a group at the expense of the person performing it
E.g. Giving charitable donations or volunteering
This explains why individuals make decisions that do not always align with maximising their own
personal benefits and is in contrast to what rational self-interest theory would suggest
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Restricted Choice It occurs when the choices available to individuals are limited, which helps
individuals make more rational decisions
E.g. In a cafeteria, if unhealthy food options like sugary drinks are
removed and replaced with healthier choices like water, consumers
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Mandated Choices Mandated choices require individuals to make a specific decision or take Your notes
a particular action by imposing a requirement or obligation
Mandated choices can be used to ensure compliance with regulations
or societal norms, making it necessary for individuals to make certain
decisions
E.g. Some countries mandate car insurance, which requires all vehicle
owners to make an active decision to choose and purchase car
insurance rather than leaving it as an optional choice
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Advantages Disadvantages
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Nudge Theory
Nudge theory is the practice of influencing choices that economic agents make, using small Your notes
prompts to influence their behaviour
Richard Thaler coined the phrase ‘nudge theory’ and argued that firms should use nudges in a
responsible way to guide and influence decision-making
Examples of nudges
Diagram: Nudge Theory at SME
Save My Exams choice architecture nudges users to select the £5 a month option
The choice architecture above ‘nudges’ individuals towards selecting the monthly plan above the
other plans available
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Your notes
The baby on board badge is supplied by Transport for London to expectant mothers to wear
when using public transport
Other commuters should see the badge and accommodate for the expectant mother by
giving their seat to her
Dr David Halpern, from the UK Behavioural Insights team suggested the following EAST
framework to nudge decision making
Easy: Simplify or make it straight forward
Attractive: Gain people's attention, e.g through personalised messages, encourage people
not to miss out on opportunities
Social: Individuals are influenced by what other people do rather than rules and regulations
Timely: identify when people are most responsive
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Consumer nudges should be designed with transparency, respect for individual autonomy, and
clear societal benefits in mind
Ethical considerations should be taken into account to ensure that interventions are not
manipulative or coercive
Diagram: The Advantages & Disadvantages of Nudge theory
The advantages
Cost effective
Relatively low-cost compared to other marketing measures
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The disadvantages
Ethical concerns
Some critics argue that nudges can be manipulative, as they rely on influencing behaviour
without individuals being fully aware of the intervention
This raises ethical concerns about autonomy, consent, and the potential for abuse by
governments
Lack of transparency
Nudges often operate behind the scenes, making it difficult for individuals to understand
or question the influences shaping their choices
Unintended consequences
As citiz ens become used to firms and government's use of nudges, they may well begin
looking for it and actively work against them, e.g. In the UK, more people now look for
automatic inclusion in organ donor databases and quickly select the non-default option
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choices about
food
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