1.The introduction of cognition into a consumer’s choice between healthy and unhealthy food shifts the
curve downward, causing the marginal utility per dollar of
to be less than the marginal utility per dollar of
.
2. Consumers are subject to present bias in the sense that they systematically underestimate the strength of .
3. The introduction of cognition into a consumer’s choice between consumption now and saving shifts the
curve upward, causing the marginal utility per dollar of
to exceed the the marginal utility per dollar of
.
4.Compared to a cash purchase, a credit-card purchase generates
activity in the
, which is responsible for valuation of the
(benefits/ costs) of a product.
5.The organization stickK.com gives people the opportunity to exercise self-control by
.
6. Neuroscientists have discovered that the brain’s dopamine reward system of a gambler treats a almost the same as a real .The evolutionary purpose is that the reward encourages .
7. To counteract the effects of present bias in smoking behavior, the tax per pack of cigarettes is roughly
($1, $3, $11, $35) per pack. (Related to Application 4 on page 508.)
8. One possible reason for curse words is that they give us opportunities to exercise our.