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Trade-off
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when you give up something in order to have something else
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Opportunity Cost
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The value of the next best alternative that must be forgone that you must give up in order to get that item
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Explicit Costs
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The traditional 'out of pocket' costs associated with making a decision (ex. cost of buying a movie ticket)
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Implicit Costs
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Opportunity costs of making a decision (ex. The forgone time or wage you could have earned when you go to the movies)
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Utility
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The satisfaction or happiness a consumer receives from consuming a good or service
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Utils
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Units in which utility is expressed
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Marginal Analysis
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Marginal means additional//Making decisions based on increments
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Consumption
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Consumers will consume until marginal cost=marginal benefit
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Calculate Utility Per Dollar
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Divide marginal utility by price
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Demand
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The different quantities of a good that consumers are willing and able to buy at different prices
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Law of Demand
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There is an inverse relationship between price and quantity demanded//As price goes up, quantity demand goes down
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Substitute Effect
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If the price goes up for a product, a consumer will buy less of that product and more of another substitute
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Income Effect
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If the price goes down for a product, the purchasing power increases for consumers, allowing them to purchase more
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Law of Diminishing Marginal Utility
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As you consume anything, the additional satisfaction that you will receive will eventually start to decrease
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5 Shifters of the Demand Curve
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1. Tastes and Preferences
2. Change in Related Goods (Compliment/Substitute)
3. Change in Income
4. Number of Buyers
5. Change in Expectations
2. Change in Related Goods (Compliment/Substitute)
3. Change in Income
4. Number of Buyers
5. Change in Expectations
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Substitues
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Goods used in place of one another
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Complements
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Two goods that are bought and used together
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Inferior Goods
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Demand rises as income falls//Demand falls as income rises//Ex. Ramen, McDonalds purchases, used cars
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Normal Goods
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Goods that consumers demand more of when their incomes rise and less of when their income falls
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Supply
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The different quantities of a good that sellers are willing and able to sell (produce) at different prices
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Law of Supply
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There is a positive relationship between price and quantity supplied
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6 Shifters of the Supply Curve
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1. Input (Resource) Price and Availability
2. Related Goods and Services
3. Expectations of Future Profit
4. Number of Sellers
5. Change in Technology
6. Government Action (Taxes&Subsidies)
2. Related Goods and Services
3. Expectations of Future Profit
4. Number of Sellers
5. Change in Technology
6. Government Action (Taxes&Subsidies)
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Taxes
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Supply goes down
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Subsidies
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A government payment that supports a business or market//Supply goes up
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Concepts to Know
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How to calculate the difference between marginal utility/benefit and total utility/benefit
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Price
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Price does not shift the demand curve//Price change just means you move along the line
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Maximize Utility
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The consumer's money should be spent so that the marginal utility per dollar of each good equals each other