在消费者行为理论中,有一个很出名的定理,即“边际效用递减”规律。长期以来,边际效用递减规律被许多人看成颠扑不破的真理,并被运用于指导实践。然而,边际效用学派所揭示的边际效用递减并没有囊括所有增量消费行为,也不能解释那些不符合该规律的消费现象。本文从多方面重新认识边际效用递减规律,并试图对其作一些修正。 In the theory of consumer behavior, there is a very famous theorem, that is, “the law of diminishing marginal utility”. For a long time, the law of diminishing marginal utility has been regarded by many as an irrefutable truth and applied to guide practice. However, the diminishing marginal utility disclosed by the marginal utility school does not include all incremental consumption behavior, nor does it explain the consumption phenomena that do not conform to the law. This article re-recognizes the diminishing law of marginal utility from many aspects and tries to make some amendments to it.