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define marginal utility
the utility gained from the consumption of one unit of a good or service
state how to calculate total utility
the sum of all marginal utilities
define the law of diminishing marginal utility
as additional units are consumed
→ utility gained from the next unit < utility gained from the previous unit

explain how the law of diminishing marginal utility shows why demand curves slope downwards
as additional units are purchased → price increases + marginal utility decreases
consumers will be less willing and able to purchase additional units
so lower prices increase the quantity demanded