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Cost-Benefit Principle
Pursue an action only if its benefits are at least as large as costs (B ≥ C).
Willingness to Pay (WTP)
The maximum amount a person is willing to pay to receive a benefit.
Economic Surplus
The total benefit minus total cost of a decision (ES = Benefit - Cost).
Opportunity Cost
The value of the next-best alternative given up when making a choice.
Sunk Cost
A cost already incurred that cannot be recovered and should be ignored.
Marginal Principle
Keep increasing output or action as long as marginal benefit equals or exceeds marginal cost.
Rational Rule for Buyers
Buy additional units as long as marginal benefit is at least equal to price.
Rational Rule for Sellers
Produce additional units as long as price is at least equal to marginal cost.
Interdependence Principle
Your best choice depends on other choices, choices of others, market developments, and expectations.
Points inside the PPF
Attainable combinations of output that are economically inefficient.
Points on the PPF
Attainable and efficient combinations using all available resources.
Points outside the PPF
Unattainable combinations with current resources and technology.
Budget Constraint Slope
Equal to the negative price ratio of the two goods (-Px / Py).
Law of Demand
Holding other things constant, higher prices lead to lower quantity demanded.
Demand Curve
Graph representing the relationship between price and quantity demanded; equals marginal benefit curve.
Movement Along Demand Curve
Caused solely by a change in the good's own price.
Shift in Demand Curve
Caused by a change in a demand shifter other than own price.
Normal Good
A good whose demand increases when consumer income rises.
Inferior Good
A good whose demand decreases when consumer income rises.
Substitutes in Consumption
Goods used instead of each other; higher price of one increases demand for the other.
Complements in Consumption
Goods consumed together; higher price of one decreases demand for the other.
Network Effect
When a product becomes more valuable as more people use it.
Market Demand
The horizontal summation of all individual quantities demanded at each price.
Law of Supply
Holding other things constant, higher prices lead to higher quantity supplied.
Supply Curve
Graph representing the relationship between price and quantity supplied; equals marginal cost curve.
Substitutes in Production
Alternative goods a producer can make; price rise in one decreases supply of the other.
Complements in Production
Goods produced jointly; price rise in one increases supply of the other.
Market Equilibrium
The price and quantity point where quantity demanded equals quantity supplied.
Market Surplus
Occurs when quantity supplied exceeds quantity demanded, driving price downward.
Market Shortage
Occurs when quantity demanded exceeds quantity supplied, driving price upward.
Effect of Demand Increase on Equilibrium
Equilibrium price rises and equilibrium quantity rises.
Effect of Demand Decrease on Equilibrium
Equilibrium price falls and equilibrium quantity falls.
Effect of Supply Increase on Equilibrium
Equilibrium price falls and equilibrium quantity rises.
Effect of Supply Decrease on Equilibrium
Equilibrium price rises and equilibrium quantity falls.
Simultaneous Increase in Demand and Supply
Equilibrium quantity increases for certain; equilibrium price change is ambiguous.
Simultaneous Demand Decrease and Supply Increase
Equilibrium price falls for certain; equilibrium quantity change is ambiguous.
Opportunity Cost of Attending University
Includes direct costs (such as tuition) plus the opportunity cost of wages given up while in school.

Budget Constraint Equation
Represented as Px·x + Py·y = M, where M is total income and Px, Py are good prices.
Inverse Demand Equation
Expresses price as a function of quantity demanded, written in the form P = a + bq.
Direct Demand Equation
Expresses quantity demanded as a function of price, written in the form qD = a + bP.
General Demand Equation
Written as QD_x = a + bPx + cPy + dI, capturing own-price, related goods' prices, and income.
Algebraic Market Demand Aggregation
Calculated by summing individual direct demand functions horizontally across all consumers (Q = ∑q).
Individual Supply Curve Derivation
Plotting a price-taking seller's marginal cost for each successive unit creates their individual supply curve.
Absorbing State (Market Equilibrium)
A condition where, absent external shocks, prices and quantities remain stable once reached.
Planned Economy
An economic system where a central authority decides what, how, and for whom goods are produced.
Price Role in Market Economies
Prices coordinate decentralized buyer and seller choices based on self-interest without central planning.
Aggregating Identical Supply Curves
Market supply equals the individual supply curve multiplied by the total number of identical firms (QS = n · qS).
Simultaneous Decrease in Demand and Supply
Equilibrium quantity decreases for certain, while the effect on equilibrium price is ambiguous.
Solving Equilibrium Algebraically
Set quantity demanded equal to quantity supplied (QD = QS) and solve for price (P).
Ceteris Paribus
Latin phrase meaning "all other things being equal" or holding other variables constant.
Congestion Effect
Occurs when a good or service becomes less valuable as more people use it.
Marginal Benefit (MB)
The change in total benefit resulting from consuming or producing one additional unit.
Marginal Cost (MC)
The additional cost incurred from consuming or producing one additional unit.
PPF Slope and Opportunity Cost
The slope of the Production Possibility Frontier represents the opportunity cost of the x-axis good.
Demand Shifter: Expectations
Anticipation of future prices, income, or availability that alters buying choices today.
Demand Shifter: Number of Buyers
A change in the total population of potential buyers that directly shifts market demand.
Perfectly Competitive Market Characteristics
Includes many buyers and sellers, standardized products with no branding, and price-taking firms.
Price Taker
A firm that must accept prevailing market prices and cannot influence market price.
Supply vs. Quantity Supplied
Supply is the entire curve; quantity supplied is a specific point on the curve.
Diminishing Marginal Product
As output increases, marginal cost rises because each additional input produces less extra output.
Horizontal Summation
Adding the individual quantities supplied by each seller at every price level to find market supply.
Effect of Input Prices on Supply
Higher input prices increase marginal cost, shifting the supply curve to the left.
Individual vs. Market Supply Shifters
Shifters 1-4 alter individual seller decisions; the number of sellers shifts market supply directly.