| − | The Law of Diminishing Marginal Utility states that one's marginal [[utility]] decreases with each additional unit of a [[good]] they purchase. One may still get positive utility from increased consumption, but at a smaller (and increasingly smaller) rate. | + | The '''Law of Diminishing Marginal Utility''' states that one's marginal [[utility]] decreases with each additional unit of a [[good]] they purchase. One may still get positive utility from increased consumption, but at a smaller (and increasingly smaller) rate. |