From Carl Menger's Theory of Goods to an Evolutionary Approach to Consumer Behaviour

A characteristic feature of economic development is the ever-changing structure of consumption patterns. Reducing the explanation of this phenomenon to changing prices, ultimately caused by changes in the availability of goods (or characteristics), would neglect a major force driving this change, namely, the variation of consumer wants and consumer knowledge. The present paper sketches an evolutionary framework for the analysis of consumer behaviour that takes account of these features. For this purpose, Carl Menger's theory of goods is taken as starting point. Whereas economists after the ‘marginal revolution’ were almost exclusively concerned with the determinants of exchange value and developing price theory, Menger puts as much emphasis on user value as on exchange value. Focusing on how user value changes establishes a connection between Menger's 19th-century theory of goods and 20th-century learning theories. The problem of how to get from individual learning processes to aggregate consumption patterns is approached by recollecting the genetic underpinnings of human learning and its dependence on certain physical and social conditions. Taking into account that these conditions are also dynamic, we are able to interpret collective learning processes as historical events, which renders them useable for the analysis of economic change.