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The value of the next-best alternative is called opportunity cost. The opportunity cost of any action is the value of what is given up--the next-highest-ranked alternative--because a choice was made. When you study one more hour, there may be many alternatives available for the use of that hour, but assume that you can do only one other thing in that hour--your next-highest-ranked alternative. What is important is the choice that you would have made if you hadn't studied one more hour. Your opportunity cost is the next-highest-ranked alternative, not all alternatives. In economics, cost is always a forgone opportunity.

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