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Consumer Surplus

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Consumer Surplus

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When analyzing changes to a consumer optimum given changes in the market price of a particular commodity, we often speak of the consumer being better or worse off. What is missing in this analysis is the ability to quantify changes in individual satisfaction due to these price changes. One method used to measure these welfare changes is through the use of a concept known as Consumer Surplus. This method compares the value of each unit of a commodity consumed against the price of that commodity. Stated differently, consumer surplus measures the difference between what is person is willing to pay for a commodity and the amount he/she actually is required to pay.
Consumer demand is a measure of willingness to pay. As shown in the diagram below, consumers often value each additional unit consumed less that previous units (i.e., the concept of diminishing marginal utility). For example, suppose that the good in question is monthly consumption of gasoline. Based on the data in the diagram below (left), the consumer would be willing to pay $9 for the first gallon rather than to without. This first gallon would be used for essential driving activities. Each successive gallon has a value to the consumer of $1 less than previous units (2nd gal = $8.00, 3rd gal. = $7.00, and so on) as needs are met and the consumer engages in driving more for pleasure and sight-seeing. The value that the consumer places on each gallon (unit) consumed is summarized by the individual Demand curve as shown in the diagram on the right.
Figure 1 -- Diminishing Marginal Value
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Consumers do have a choice in the purchase of gasoline or other goods. Either they could avoid market participation and spend nothing and receive nothing of value or they can

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