Description acceptable. He, Anderson, and Rucker claimed that “direct” and “indirect” factors affect this quantity in a paper developing a “comparative method of valuation” to measure it. To measure this quantity, Becker, DeGroot, and Marschak developed an incentive-compatible method equivalent to a Vickrey auction against an unknown bidder. If u(w, x) (“u of w comma x”) is a utility function, where x is a dummy variable corresponding to an undesired feature, then this quantity equals u(w0, 1) (“u of w-nought comma 1”). The income effect is often cited to explain why this quantity is finite, but a related quantity is infinite. This quantity corresponds to the (*) consumer reservation price. (-5[2])This quantity is smaller than a related quantity in the endowment effect. (-5[1])It’s not demand, but this quantity minus price equals consumer surplus. (10[1]-5[1])For 10 points, name (-5[1])this quantity, (-5[1])the maximum (10[1])a consumer would give up to obtain a good. (10[2]-5[1])■END■ (10[8]0[11])