You are the type of person who is generally thinking about three different things at the same time. Family and friends never question your judgement, although they always question your fashion sense. Today, you are likely to spend a great deal of time flipping through mail order catalogs looking to buy either a graduation present for your niece or nephew or a toaster oven that has convection cooking. Be on the lookout for strangers with large satchels of used undergarments. You should consider shopping at stores or businesses beginning with the letter N, but do not buy any products with a serial number or product code containing the number 008554. 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.

Changes in production the occur when all resources are proportionately changed in the long run. Returns to scale come in three forms--increasing, decreasing, or constant based on whether the changes in production are proportionally more than, less than, or equal to the proportional changes in inputs. Returns to scale are the guiding principle for long-run production, playing a similar role that the law of diminishing marginal returns plays for short-run production.

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It's time for another one of our frequent stops at Mr. Market Super Food Discount Store, this time to check out the story behind retail prices. As consumers, we spend a large fraction of our nonworking, nonsleeping lives wandering grocery stores aisles, searching clothing store racks, and surveying department store displays for the right product at the right price. How do we know, like the name of the long-running game show, if "The Price is Right?" How are retail prices set and do they really tell us the value of a product?
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