ECON-2006EG Study Guide - Quiz Guide: Reservation Price, Economic Surplus, Homo Economicus

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Internet retailers can sell for less because their costs are so much lower than those of full- service retail stores: the economic role of sales agents is essentially the same as that of production workers. In a world of incomplete information, sales agents and other middlemen add genuine economic value by increasing the extent to which goods and services find their way to the consumers who value them most. Information is generally costly to acquire: the value of additional information will decline beyond some point. The free-rider problem: online stores are free riding on the information provided by conventional retailers. Two guidelines for rational search: exact value of additional information is difficult to know, amount of time and effort one should invest in acquiring it is not always obvious, cost-benefit principle provides a strong conceptual framework. Higher search costs indicate doing less searching for information, even if it means not getting the best result possible.

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