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SELF-CONCEPT: A person's view or image of herself or himself. This is closely related to one's personality. A poor self-concept or negative sense of oneself can have a damaging affect on a person's ability to interact with others. Those who have a positive self-concept tend to believe in who they are and have confidence in their abilities to deal with various situations. Marketing researchers know that consumers tend to make purchases that reflect and enhance self-concept.
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MARGINAL UTILITY OF INCOME The change in utility resulting from a given change in income. This is a specialized case of the general notion of marginal utility, which is simply the change in utility resulting from a given change in the consumption of a good. Marginal utility of income is key to identifying alternative risk preferences, including risk aversion, risk neutrality, and risk loving. These three risk preferences are indicated by three marginal utility of income possibilities, decreasing (risk aversion), increasing (risk loving), and constant (risk neutrality).
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PURPLE SMARPHIN
[What's This?]
Today, you are likely to spend a great deal of time at a dollar discount store wanting to buy either a T-shirt commemorating Thor Heyerdahl's Pacific crossing aboard the Kon-Tiki or a wall poster commemorating the 2000 Olympics. Be on the lookout for fairy dust that tastes like salt.
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This isn't me! What am I?
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More money is spent on gardening than on any other hobby.
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"One person with a belief is equal to a force of ninety-nine with only interests." -- John Stuart Mill
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AEA
American Economic Association
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