TEORI PERILAKU KONSUMEN : PENDEKATAN KARDINAL - Hukum Gossen I dan Hukum Gossen II

Introduction

This tutorial provides a comprehensive overview of consumer behavior theory, specifically focusing on the cardinal approach and Gossen's Laws I and II. Understanding these concepts helps consumers make informed decisions and maximize their utility when choosing products based on their preferences and constraints such as budget and product pricing.

Step 1: Understand the Cardinal Approach

The cardinal approach to consumer behavior is based on the idea that consumer satisfaction can be quantified. Here’s how to grasp this concept:

• Definition of Utility: Utility refers to the satisfaction or pleasure derived from consuming goods and services.
• Measurement: Consumers can measure their satisfaction in specific units, such as money or quantity.
• Key Insight: The more a consumer consumes of a good, the higher the level of satisfaction they experience, up to a point.

Practical Advice

• Keep track of your consumption of different goods and your corresponding satisfaction levels. This can help you identify which products give you the most enjoyment for your money.

Step 2: Explore Gossen's First Law

Gossen's First Law deals with the diminishing marginal utility of consumption. Here’s what to know:

• Concept: As you consume more units of a good, the pleasure derived from each additional unit decreases.
• Saturation Point: Eventually, additional consumption leads to no increase in satisfaction, reaching a saturation point (or point of zero satisfaction).

Practical Advice

• Be aware of your consumption habits. If you find that additional units of a product are not providing additional satisfaction, it may be wise to stop or reduce your consumption.

Step 3: Understand Gossen's Second Law

Gossen's Second Law focuses on the allocation of consumption across different goods:

• Equal Marginal Utility: Consumers will adjust their consumption of different goods until the marginal utility (additional satisfaction from consuming one more unit) of all goods is equal.
• Optimal Consumption: This balance ensures that consumers maximize their overall satisfaction given their income constraints.

Practical Advice

• When shopping, consider how different products contribute to your overall satisfaction. Aim to distribute your budget in a way that equalizes the satisfaction derived from each product.

Conclusion

Understanding consumer behavior through the cardinal approach and Gossen's laws can empower you to make better purchasing decisions. By measuring utility, recognizing diminishing returns, and optimizing consumption, you can enhance your satisfaction while staying within your budget. Next steps may include applying these principles to your shopping habits or exploring further resources on consumer theory for deeper insights.