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Utility means satisfaction which consumers derive from commodities and services by purchasing different units of money.From Wikipedia, the free encyclopedia “Ineconomics, utility is a measure of satisfaction;it refers to the total satisfaction received by a consumer from consuming a good or service. “Given this measure, one may speak meaningfully of increasing or decreasing utility, and thereby explain economic behavior in terms of attempts to increase one's utility. Utility is often affected by consumption of various goods and services, possession of wealth and spending of leisure time. According to Utilitarian’s, such as Jeremy Bentham (1748–1832) and John Stuart Mill (1806–1873), theory “Society should aim to maximize the total utility of individuals, aiming for "the greatest happiness for the greatest number of people". Another theory forwarded by John Rawls (1921–2002) would have society maximize the utility of those with the lowest utility, raising them up to create a more equitable distribution across society. Utility is usually applied by economists in such constructs as the indifference curve, which plot the combination of commodities that an individual or a society would accept to maintain at given level of satisfaction. Individual utility and social utility can be construed as the value of a utility function and a social welfare function respectively. When coupled with production or commodity constraints, under some assumptions, these functions can be used to analyze Pareto efficiency, such as illustrated by Edgeworth boxes in contract curves. Such efficiency is a central concept in welfare economics.In finance, utility is applied to generate an individual's price for an asset called the indifference price. Utility functions are also related to risk measures, with the most common example being the entropic risk measure. It was recognized that utility could not be measured or observed directly, so instead economists devised a way to infer underlying relative utilities from observed choice. These 'revealed preferences', as they were named by Paul Samuelson, were revealed e.g. in people's willingness to pay:Utility is taken to be correlative to Desire or Want. It has been already argued that desires cannot be measured directly, but only indirectly, by the outward phenomena to which they give rise: and that in those cases with which economics is chiefly concerned the measure is found in the price which a person is willing to pay for the fulfillment or satisfaction of his desire. (Marshall 1920:78) When comparing objects it makes sense to rank utilities, but older conceptions of utility allowed no way to compare the sizes of utilities - a person may say that a new shirt is preferable to a baloney sandwich, but not that it is twenty times preferable to the sandwich. The reason is that the utility of twenty sandwiches is not twenty times the utility of one sandwich, by the law of diminishing returns. So it is hard to compare the utility of the shirt with 'twenty times the utility of the sandwich'. But Von Neumann and Morgenstern suggested an unambiguous way of making a comparison like this.
Their method of comparison involves considering probabilities. If a person can choose between various randomized events (lotteries), then it is possible to additively compare the shirt and the sandwich. It is possible to compare a sandwich with probability 1, to a shirt with probability p or nothing with probability 1 − p. By adjusting p, the point at which the sandwich becomes preferable defines the ratio of the utilities of the two options. Utility as probability of success Castagnoli and LiCalzi (1996) and Bordley and LiCalzi (2000) provided another interpretation for Von Neumann and Morgenstern's theory. Specifically for any utility function, there exists a hypothetical reference lottery with the utility of a lottery being its probability of performing no worse than the reference lottery. Suppose success is defined as getting an outcome no worse than the outcome of the reference lottery. Then this mathematical equivalence means that maximizing expected utility is equivalent to maximizing the probability of success. In many contexts, this makes the concept of utility easier to justify and to apply. For example, a firm's utility might be the probability of meeting uncertain future customer expectations. [5] Discussion and criticism Cambridge economist Joan Robinson famously criticized utility for being a circular concept: "Utility is the quality in commodities that makes individuals want to buy them, and the fact that individuals want to buy commodities shows that they have utility" (Robinson 1962: 48).[6] Different value systems have different perspectives on the use of utility in making moral judgments. For example, Marxists, Kantians, and certain libertarians (such as Nozick) all believe utility to be irrelevant as a moral or at least not as important as other factors such as natural rights, law, conscience and/or religious doctrine. It is debatable whether any of these can be adequately represented in a system that uses a utility model.[citation needed] Another criticism comes from the assertion that neither cardinal nor ordinary utility is empirically observable in the real world. In the case of cardinal utility it is impossible to measure the level of satisfaction "quantitatively" when someone consumes or purchases an apple. In case of ordinal utility, it is impossible to determine what choices were made when someone purchases, for example, an orange. Any act would involve preference over a vast set of choices (such as apple, orange juice, other vegetable, vitamin C tablets, exercise, not purchasing, etc.). There are two main approaches to the of consumerbehavior of demand. The first approach is the Marginal Utility or Cardinalist Approach. The second is the Ordinalist Approach. Or the Indifference curve analysis. We discuss these two approaches separately. Cardinal Utility This was developed by Alfred Marshall who introduced an imaginary unit called the util as a means of measuring utility. 1 util = 1 unit of money. Cardinalist Utility has the following characteristics: It is additive in that, cardinal numbers could be used to measure utility. Each consumer chooses quantity demanded of all goods and services in order to maximize his/her utility or want satisfying power, given the limits imposed by available income. The concept of utility is ethically neutral. It also has total utility i.e. the total utility is the total benefit/satisfaction obtained from all the units of a particular product consumed. Total utility depends on the person's level of consumption - more consumption generally gives more total utility. Economists distinguish between cardinal utility and ordinal utility. When cardinal utility is used, the magnitude of utility differences is treated as an ethically or behaviorally significant quantity. On the other hand, ordinal utility captures only ranking and not strength of preferences. Utility functions of both sorts assign a ranking to members of a choice set. For example, suppose a cup of orange juice has utility of 120 utils, a cup of tea has a utility of 80 utils, and a cup of water has a utility of 40 utils. When speaking of cardinal utility, it could be concluded that the cup of orange juice is better than the cup of tea by exactly the same amount by which the cup of tea is better than the cup of water. One is not entitled to conclude, however, that the cup of tea is two thirds as good as the cup of juice, because this conclusion would depend not only on magnitudes of utility differences, but also on the "zero" of utility. It is tempting when dealing with cardinal utility to aggregate utilities across persons. The argument against this is that interpersonal comparisons of utility are meaningless because there is no good way to interpret how different people value consumption bundles.When ordinal utilities are used, differences in utils are treated as ethically or behaviorally meaningless: the utility index encode a full behavioral ordering between members of a choice set, but tells nothing about the related strength of preferences. In the above example, it would only be possible to say that juice is preferred to tea to water, but no more. Neoclassical economics has largely retreated from using cardinal utility functions as the basic objects of economic analysis, in favor of considering agent preferences over choice sets. However, preference relations can often be represented by utility functions satisfying several properties.Ordinal utility functions are unique up to positive monotone transformations, while cardinal utilities are unique up to positive linear transformations. |
