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scarcity
not having enough resources to produce all the things we want
economics
study of decisions people make because of scarcity
cost & benefit
unfavorable things; favorable things to a decision maker
utility
satisfaction received from decision
incentive
something to persuade a person toward a behavior/decision
trade-off
giving up something in order to get something else
opportunity cost
the best thing given up when a choice is made; the second choice
sunk cost
a cost already incurred that cannot be recovered