William Alonso (jan 1, 1933 – jan 1, 1999)

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Combined von Thünen's transport-based theory of differential rent with subjective utility expressed through bid-rent curves to explain land rent in terms of consumer preferences. Despite the subtitle of his book, Location and Land Use: Toward a General Theory of Land Rent (1964), Alonso really shifted land rent away from being integral to the analysis of production and into an aspect of the neoclassical theory of consumption. Together with the work of Mills and Muth, this became known as the Alonso-Muth-Mills model.

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