The law of diminishing marginal utility states that as consumption of a good increases, the utility from each additional unit decreases. As a consumer consumes more units of a good, their total utility increases but at a decreasing rate. The marginal utility of each additional unit becomes less and less intense until a point of full satisfaction is reached, after which total utility decreases and marginal utility becomes negative. The law assumes units are homogeneous, consumption is continuous, the consumer is rational, and tastes and preferences remain constant.