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LIQUIDITY: The ease of converting an asset into money (either checking accounts or currency) in a timely fashion with little or no loss in value. Money is the standard for liquidity because it is, well, money and no conversion is needed. Other assets, both financial and physical have varying degrees of liquidity. Savings accounts, certificates of deposit, and money market accounts are highly liquid. Stocks, bonds, and are another step down in liquidity. While they can be "cashed in," price fluctuations, brokerage fees, and assorted transactions expenses tend to reduce their money value. Physical assets, like houses, cars, furniture, clothing, food, and the like have substantially less liquidity.

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Lesson 9: Consumer Demand | Unit 1: Demand Theory Page: 1 of 22

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  • The decision-making process is the cornerstone of market demand.
  • The whole notion of examining decision-making to better understand market demand falls under the heading of consumer demand theory.

  • Consumer demand theory is the study of human behavior as it applies to the purchase of goods and services with particular emphasis on the satisfaction (or utility) derived from consumption.
  • Consumer demand theory also provides insight into other topics:
  • Family Size
  • Politics
  • Crime
  • Attending Class

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NEAR-PUBLIC GOODS

Goods characterized by nonrival consumption and the ability to exclude nonpayers. Near-public goods are one of four types of goods differentiated by consumption rivalry and nonpayer excludability. The other three goods are near-public (rival consumption and nonpayers can be excluded), public (nonrival consumption and nonpayers cannot be excluded), and common-property (rival consumption and nonpayers cannot be excluded). The ease of excluding of nonpayers means near-public goods can be exchanged through markets, but nonrival consumption means efficiency can only be achieved with government intervention.

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Today, you are likely to spend a great deal of time looking for a downtown retail store hoping to buy either a birthday gift for your uncle or a pair of red and purple designer socks. Be on the lookout for telephone calls from former employers.
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