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t gives her the highest total utility. Lisa maximizes her total utility when she sees 2 movies and drinks 6 cases of pop a month. Lisa gets 90 units of utility from the 2 movies and 225 units of utility from the 6 cases of pop. UtilityMaximizing Choice Copyright 169。 2022 Pearson Canada Inc., Toronto, Ontario Consumer equilibrium is the situation in which Lisa has allocated all of her available ine in the way that maximizes her total utility, given the prices of movies and pop. Lisa’s consumer equilibrium is 2 movies and 6 cases of pop a month. UtilityMaximizing Choice Copyright 169。 2022 Pearson Canada Inc., Toronto, Ontario A more natural way of finding the consumer equilibrium is to use the idea of choices made at the margin. Choosing at the Margin Having made a choice, would spending a dollar more or a dollar less on a good bring more total utililty? Marginal utility is the increase in total utility that results from consuming one more unit of the good. The marginal utility per dollar is the marginal utility from a good that results from spending one more dollar on it. UtilityMaximizing Choice Copyright 169。 2022 Pearson Canada Inc., Toronto, Ontario The marginal utility per dollar equals the marginal utility from a good divided by its price. Calling the marginal utility from movies MUM and the price of a movie PM, then the marginal utility per dollar from movies is MUM/PM . Calling the marginal utility of pop MUP and the price of pop PP , then the marginal utility per dollar from pop is MUP/PP. By paring MUM/PM and MUP/PP , we can determine whether Lisa has allocated her budget in the way that maximizes her total utility. UtilityMaximizing Choice Copyright 169。 2022 Pearson Canada Inc., Toronto, Ontario UtilityMaximizing Rule A consumer’s total utility is maximized by following the rule: ? Spend all available ine ? Equalize the marginal utility per dollar for all goods UtilityMaximizing Choice Copyright 169。 2022 Pearson Canada Inc., Toronto, Ontario Lisa’s Marginal Calculation Figure shows why the utilitymaximizing rule works. Each row of the table (on the next slide) shows a justaffordable bination. Start by choosing a row—a point on the budget line. UtilityMaximizing Choice Copyright 169。 2022 Pearson Canada Inc., Toronto, Ontario UtilityMaximizing Choice In row B, MUP/PP MUM/PM. Lisa spends too much on pop and too little on movies. If Lisa spends less on pop and more on movies, … MUP increases and MUM decreases. Copyright 169。 2022 Pearson Canada Inc., Toronto, Ontario UtilityMaximizing Choice In row D, MUP/PP