1

Microfoundations: Concepts for Making Consumer Decisions

What is the difference between microeconomics and macroeconomics?

2

Microeconomics: focuses on the behavior of individual consumers, households, & businesses.

Examples:

1. Why do some couples choose to have three children while others elect to have none?

2. Why do some families carry life insurance while others do not?

3. Why do some families save to purchase major appliances while others buy them on credit?

3

Microeconomic Principles (i.e., proverbs) We’ll Cover

the basic principles of cost-benefit analysis why prices matter and what should be included in a “price”

looking beyond the list price valuing time imputing costs and benefits that do not involve actual money

payments

dealing with inflation the role of interest rates incorporating risk and uncertainty into the analysis present value and future value calculations

a.k.a. time value of money calculations

4

Families are a bit like firms

5

What’s involved in cost-benefit analyses?

Cost-Benefit Analysis- Definition: the process of assessing the most efficient

alternative resource allocation. The most efficient option is determined by looking at the

“costs” of each resource allocation option weighed against the “benefits” of each allocation option.

Typically, both costs and benefits are measured in dollar terms.

The central question is: how do families appropriately measure the benefits and costs of each alternative?

6

For family economic scholars, application of the cost-benefit analysis implies that we are able to articulate all of the viable resource

allocation options available to the household

quantify the benefits & costs associated with each option

make rational decisions

What’s involved in cost-benefit analyses?

7

Make Sure “The Price is Right”

Why do prices matter? With limited financial resources, prices

affect a household’s ability to acquire goods and services -- that is, they affect a household’s decisions regarding their consumption.

8

Nominal PriceReading – “What’s the Difference btw Nom & Real?”

Price paid for a product or service at the time of the transaction.

Nominal prices are those that have not been adjusted to remove the effect of changes in the purchasing power of the dollar.

Nominal prices reflect buying power in the year in which the transaction occurred.

9

What should be included in the price of a product? Look beyond the nominal price (i.e., the price

that is listed in a store): example: tuition and fees “price” of 15 credit hours at

the U for an upper division undergraduate resident for

2009-2010 = $2,902.02 . But, is that the full price of attending school? Incorporate time costs into the full price of a

product/service...

10

Time is money

Americans make more money now than ever before in the history of this country – even accounting for inflation

Does it feel like it? Why or why not?

11

The Time Costs of Preparing Dinner

12

Assumption: the quality of meals is equal, you get no enjoyment from cooking, and you don’t mind doing dishes

Cooking at home: $50 (ingredients) + 6 hours of your time preparing the meal and dealing with clean-up.

Eating at a restaurant: $120 (including tax and tip), 15 minute drive to the restaurant, 30 minute wait for your table, 15 minute drive back home but no time spent in meal preparation.

The economic answer depends on the rate at which you value your time: $20/hr time costs: $50 + ($20/hr * 6 hrs) = $170 > $140

==> eat out! $10/hr time costs: $50 + ($10/hr * 6 hrs) = $110 < $130

==> eat in!

Example: Housework tradeoffs - Friends are coming to town for the weekend. Should you take them out to dinner or cook for them at home?

13

So, how can do we measure the value of time?

1. Opportunity Cost the value of time spent in any activity is

measured by the value of the next best opportunity that would be foregone . offered wage rate (wage someone offers) asked wage rate (wage asked to be paid)

14

Opportunity Cost of Getting an ‘A’ in This Class

Attend class- 48 hours Study 3 hours weekly- 48 hours If your job paid $10/ hour

(48+48)*10= $960 If your job paid $20/ hour

(48+48)*20= $1,920

15

2. Replacement Cost the value of time spent in an activity is

measured by what it would cost to replace your time (that is, to hire someone to do the task).

Applies to home production activities

So, how can do we measure the value of time?

16

So, what are the costs of your time (i.e. time costs)?

Weekly median earnings for in 1st quarter of 2009

Total 20-24 $455Men 471Women 435

Source: Bureau of Labor Statistics, 1st Quarter Earnings 2009

http://www.bls.gov/news.release/wkyeng.t02.htm

17

Families are often willing to spend money to save time. It pays to “shop around” -- but only up to a point! The rising value of time over the past 30 years may help

us understand why families are… buying more “fast foods” having fewer children using more air transportation shopping by internet more

Bottom Line – The value of one’s time needs to be included in price comparisons when assessing resource allocation alternatives

Always ask: so what?