Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved McGraw-Hill/Irwin Managerial Economics, 9e Managerial Economics Thomas Maurice ninth edition Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved McGraw-Hill/Irwin Managerial Economics, 9e Managerial Economics Thomas Maurice ninth edition Chapter 5 Theory of Consumer Behavior