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  • Marginal changes: small, incremental adjustments to an existing plan of action
  • People make decisions by considering the marginal costs and benefits β†’ make informed choices & maximize utility or outcome
  • E.g., comparing a diamond to water
    • If you are in a normal situation: 1 more diamond > 1 more liter of water β†’ diamond in this situation can bring more marginal benefits
    • If in the Sahara desert: 1 more liter of water > 1 more diamond β†’ marginal cost is that water can help you stay hydrated and not die in the middle of the desert