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If a consumer always buys goods rationally, then
Quality Reduction
A decrease in the standard or grade of products or services, often as a cost-saving measure by producers.
Prospect Theory
A behavioral economic theory that describes how people choose between probabilistic alternatives that involve risk, where the probability of outcomes is known.
Marginal Disutility
The added dissatisfaction or inconvenience experienced by consuming one more unit of a good or service.
Marginal Utility
The extra utility a consumer obtains from the consumption of 1 additional unit of a good or service; equal to the change in total utility divided by the change in the quantity consumed.
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