Consumer equilibrium is found by comparing across goods the marginal utility:

1. Comparing goods requires putting them on the same footing. 2. Marginal utility per dollar is additional utility divided by the product's price. 3. That measure lets goods with different prices be compared directly. 4. The general rule shows us the utility-maximizing choice. 5. That choice is called the consumer equilibrium. _Source: OpenStax Principles of Microeconomics for AP Courses 2e (CC BY 4.0), Ch 6 'Consumer Choices'_