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PERSONALITY: A consistent pattern of behavior in certain situations. These behavioral tendencies are influenced by both hereditary and environmental factors resulting in individual characteristics. Marketing researchers look for certain personality characteristics that affect patterns of consumer buying behavior.

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Lesson 3: Scarcity | Unit 4: College Cost Page: 14 of 17

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  • The opportunity cost of a college education.
  • Why explicit, out-of-pocket payments are only part of the opportunity cost of an education.
  • The importance of implicit opportunity costs, such as foregone earnings or foregone satisfaction, to the total cost of an education.
  • Why some college costs, such as room and board, are not opportunity costs or an education.

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SHORTAGE

A condition in the market in which the quantity demanded is greater than the quantity supplied at the existing price. Because buyers are unable to buy as much of the good as they want, a shortage generally causes an increase in the market price, which then acts to restore equilibrium. A shortage, which also goes by the terms excess demand and sellers' market, is one of two basic states of disequilibrium for the market. The other is surplus.

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Today, you are likely to spend a great deal of time surfing the Internet looking to buy either a remote controlled World War I bi-plane or a wall poster commemorating Thor Heyerdahl's Pacific crossing aboard the Kon-Tiki. Be on the lookout for deranged pelicans.
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General Electric is the only stock from the original 1896 Dow Jones Industrial Average remaining in the current index.
"Act well at the moment, and you have performed a good action for all eternity."

-- Johann Kaspar Lavater

ABE
Association of Business Executives
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