Question

Lancaster theory of demand and how it is different from traditional theory

Answer 1

Characteristics demand theory states that consumers derive utility not from the actual contents of the basket but from the characteristics of the goods in it. This theory was developed by Kelvin Lancaster in 1966 in his working paper “A New Approach to Consumer Theory”.

This approach allows us to predict how preferences will change when we change the options or baskets presented to consumers by studying how these vary according to the change in the characteristics that make them up. With conventional theory, the introduction of a new option meant that we could not reliably predict how this would slot into the consumer’s preference map. However, by relying on a study of the characteristics rather than the goods or service involved, we can predict how changes will affect a consumer’s behaviour without needing to start once again empirically.

This allows us to calculate ‘shadow prices’ for different attributes without having a price for the good itself by associating utility to the characteristics that make up the good rather than the good itself. With these ‘shadow prices’, we can solve utility maximisationproblems for baskets or options for which we do not have empirical evidence, as Lancaster demand also lends itself to building utility functions (based on the amount of each type of characteristic rather than the amount of each type of good in a particular basket).