In Figure 1, the consumer would rather be on "I3" than "I2", and would rather be on "I2" than "I1", but does not care where he/she is on a given indifference curve. The slope of an indifference curve (in absolute value), known by economists as the marginal rate of substitution, shows the rate at which consumers are willing to give up one good in exchange for more of the other good. For "most" goods the marginal rate of substitution is not constant so their indifference curves are curved. The curves are convex to the origin, describing the negative substitution effect. As price rises for a fixed money income, the consumer seeks the less expensive substitute at a lower indifference curve. The substitution effect is reinforced through the income effect of lower real income (Beattie-LaFrance). An example of a utility function that generates indifference curves of this kind is the Cobb–Douglas function formula_1. The negative slope of the indifference curve incorporates the willingness of the consumer to make trade offs.