Mostly summarized from Gregory Mankiw’s Principles of Economics, 5th Ed. PART 7 Topics for Further Study Chapter 21 of 36 The Theory of Consumer Choice Section 5 of 26 … Because indifference curves are not straight lines the marginal rate of substitution is not the same at all points on a indifference curve. The rate at which consumers are willing to trade between pizza and Pepsi depends on · whether they are hungrier or thirstier · how much pizza and Pepsi they are already consuming … Per Figure 2, starting at combination C · to move from combination C to combination B, must give up 100 pints of Pepsi to have 30 more pizzas · to move from B to A, must give up 50 pints of Pepsi to have 60 more pizzas The consumer is equally satisfied at all points on any given indifference curve. … Because consumers prefer more consumption to less, higher indifference curves are preferred to lower ones. A consumer can move to a higher indifference curve either because their income has gone up ...