Total Utility

It is used to indicate the total satisfaction level gained by the customer from using a service, good, or activity, while, marginal utility indicates items taken in addition.  

Economists have been trying to find a numerical value for the level of satisfaction where they could estimate such factors but there are no standards for measuring it.

Psychological satisfaction is considered one of the aspects and the other way to measure it is to give a monetary value.  

It applies in conditions like buying an expensive artwork or sculpture that cannot earn any income. Somebody rich enough can afford to buy such things for over a million dollars but the marginal utility is low.   

Consumer preference over a set of bundles (like commodities as an asset class, different types of investment products, or equities market choice) exists because they have limited money to spend on desirable things which can be represented as a curve.