You are the type of person who is usually the brightest person in the room, even when seated in a football stadium filled to capacity. Family and friends often ask you to help them with crossword puzzles and product assembly instructions. Today, you are likely to spend a great deal of time surfing the Internet trying to buy either a desktop calendar with all federal and state holidays highlighted or a half-dozen helium filled balloons. Be on the lookout for celebrities who speak directly to you through your television. You should consider shopping at stores or businesses beginning with the letter F, but do not buy any products with a serial number or product code containing the number 362671. Your preferred shopping venue is the Internet. Your special symbol is the exclamation point (!).

As a Purple Smarphin, you are the brightest and most intelligent person you know. And that goes for shopping, too. You know exactly what you want. You know exactly what it costs. You know exactly when and where to buy. But, of course, shopping is only one of the many activities that attracts your intellectual attention. You shop when you need to and buy if have to, but shopping is not the end all of your life.

Information is not equally available to everyone. Asymmetric information results because efficient information search inevitably stops short of compete information. Some people obtain more benefits from information than others, are willing to incur higher search costs, and thus end up knowing more. Or they incur lower information search costs and have easier access to the information. In a market, sellers tend to have more information about the good than buyers. Asymmetric information gives rise to adverse selection, moral hazard, and the principal-agent problem. These problems can be lessened through signalling and screening.

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I had fun that last time we wandered into Shady Valley's very own Happy-Time Gala-World Fun-Land Amusement Park, didn't you? Let's stroll through it again, just to see what adventures we might find. Okay, I admit to an ulterior motive. The Happy-Time Gala-World Fun-Land Amusement Park recently added a new ride -- the Cap'n Space Fright Whirl. If you thought the Monster Loop Death Plunge roller coaster was exciting, then you're in for a real treat with this one. My interest in the Cap'n Space Fright Whirl, however, is NOT from the standpoint of risking a recently eaten meal. On the contrary, I'm going to don my pointy-headed economist disguise and check out this mass of twisted metal and high-flying cages as a prime example of capital. In the process we might be able to gain some insight into the whys and wherefors of the thing we call investment.
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-- Lance Armstrong, cyclist

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