William Stanley Jevons
Notes
William Stanley Jevons (1835–1882), English economist and logician, one of the three independent founders of marginal utility theory (The Theory of Political Economy, 1871), which replaced the labour theory of value with the principle that value depends on the usefulness of the next unit to the buyer. Also the author of the Jevons paradox: making a resource cheaper to use tends to increase, not reduce, its total consumption, which is worth remembering in energy policy.
Wikipedia: https://en.wikipedia.org/wiki/William_Stanley_Jevons