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FOR WHOM?: One of three basic questions of allocation (What? and How? are the other two). Answering the "For Whom?" question of allocation determines who receives the goods that society produces with limited resources. Answering the "For Whom" question involves related questions such as, should goods be distributed to people according to incomes and ability to buy (contributive standard), wants and needs (needs standard), political affiliation, or some other criterion (perhaps equality standard)?

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RISK AVERSION

A preference for risk in which a person prefers guaranteed or certain income over risky income. Risk aversion arises due to decreasing marginal utility of income. A risk averse person prefers to avoid risk and is willing to pay to do so, often through the purchase of insurance. This is one of three risk preferences. The other two are risk neutrality and risk loving.

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BLUE PLACIDOLA
[What's This?]

Today, you are likely to spend a great deal of time surfing the Internet wanting to buy either a pair of designer sunglasses or looseleaf notebook paper. Be on the lookout for high interest rates.
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This isn't me! What am I?

In the early 1900s around 300 automobile companies operated in the United States.
"The tragedy of life is not so much what men suffer, but rather what they miss. "

-- Thomas Carlyle, Historian

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