AGRC 113 Lecture Notes - Lecture 6: Risk-Seeking, Product Differentiation, Externality

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19 May 2016
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Consuming additional goods leads to greater total utility, at a decreasing rate. a) Three things, loss aversion, endowment effect, and framing effect: be able to define: a) Loss aversion: we tend to view losses as more painful than gains, even when amounts are the same. *the pain of a loss is greater than joy of a gain: endowment effect: we value stuff we have more than stuff we do not have. *we bestow more value on things we own (machinery, land, grain in bins) then what we are willing to pay for them: framing effect: we are risk adverse when positive frames used; risk seeking when negative frames used. Responsive to changing consumer"s consumer needs, emphasis on product differentiation, adaptable. a) Traditional: little or no information sharing, primary focus is cost and price, orientation is commodity, producer driven, organizational structure is independent, philosophy of players is self-optimization. They used information within their supply chains to competitive advantage.

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