The more pizza our consumer has, the less she enjoys each additional pizza. Suppose she can buy all the pizzas she wants, and that she will consume 14 each semester. In this case, her marginal willingness to pay for the 14th might be around $8.

    Another way of thinking of marginal willingness to pay is to think of it as a measure of what our consumer might give up for one more pizza. When she could only have one per semester her marginal willingness to pay was $35. That meant that, of all the things she could possibly consume for $35, pizza was what she would most enjoy. However, if she's had 13 already this semester, the 14th is only better than whatever else she could buy for $8.

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