消费者选择理论的重构——品牌与数量选择的两步法经济分析

传统经济学中的消费者选择理论中的效用函数只考虑了商品数量对效用的影响，而在品牌时代，随着可供选择的多样化，消费者在选择数量之前必然首先对品牌做出选择。我们分两步来构建消费者选择理论：第一步是研究品牌与选择行为，消费者依据约束条件下选择成本最小化原则进行品牌选择；第二步是数量与选择行为，消费者依据约束条件下的效用最大化原则进行数量选择。将这两方面结合起来，可以重新构建品牌经济时代较为完整的消费者选择理论。

The Reconstruction to Theory of Consumer Choice——Two Steps Economic Approach to the Choice of Brand and Quantity

The utility function of consumer choice theory in traditional economics only considered the quantity affect on utility. In brand times, choice diversity makes consumers have to choose brand before quantity. We reconstruct the theory of consumer choice into two steps, First step is to analyze brand and the choice behavior under the hypothesis of minimization of the cost of choice. Second step is to analyze quantity and the choice behavior under the hypothesis of maximization of the utility.