Past Consumption,Willingness to Pay and Differences between Consumers'Words and Deeds:A Re-examination of the Law of Diminishing Marginal Utility and Marginal Substitution Rate
Past Consumption,Willingness to Pay and Differences between Consumers'Words and Deeds:A Re-examination of the Law of Diminishing Marginal Utility and Marginal Substitution Rate
The difference between consumers'declarative preferences and explicit preferences is both an important practical issue and a frontier issue.Based on the law of diminish-ing marginal utility and the law of diminishing marginal substitution rate,this paper theoretically explores the relationship between past consumption and consumers'willingness to pay,and takes genetically modified edible oil as the research object to further identify the impact and degree of past consumption on the differences in consumers'words and deeds.The conclusions show that the willingness to pay is not fixed and is affected by the consumption of the goods and substitutes;in the case of the high proportion of edible oil expenditure,the more the consumption of genetically modified edible oil is,the lower the willingness of consumers to pay for genetically modified edible oil is,and the more the consumption of non-genetically modified edible oil is,the higher the will-ingness of consumers to pay for genetically modified edible oil is.Further research has found that controlling the impact of past consumption can narrow the difference between consumers'words and deeds to a certain extent.Therefore,increasing the attention of past consumption is helpful to enhance the consistency of consumers'words and deeds,and to correct logical deduction errors in the deduction of consumer behavior from declarative preferences,and to improve predictive effi-ciency in the surveys of wilingness to pay and purchasing behavior.
关键词
消费者言行差异/支付意愿/已有消费量/边际效用递减规律/边际替代率递减规律
Key words
Differences in consumers'words and deeds/Willingness to pay/Past consump-tion/The law of diminishing marginal utility/The law of diminishing marginal substitution rate
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