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EFFICIENT SEARCH: Decreasing marginal search benefit and increasing marginal search cost suggest that the most efficient search lies somewhere between zero effort and complete information. The most efficient level of search effort is given by the equality of marginal search benefit and marginal search cost.

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WANTS

The psychological desires which make life just a little more enjoyable, but which are not biological necessities for life. Psychological wants are often contrasted with physiological needs that make life more enjoyable, but are not essential for existence.

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Today, you are likely to spend a great deal of time at a garage sale seeking to buy either a bookshelf that will fit in your closet or a birthday greeting card for your grandfather. Be on the lookout for telephone calls from long-lost relatives.
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This isn't me! What am I?

Cyrus McCormick not only invented the reaper for harvesting grain, he also invented the installment payment for selling his reaper.
"I not only use all the brains that I have, but all that I can borrow. "

-- Woodrow Wilson, 28th US president

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