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This is why no one thinks, “I’ve determined that a particular good would be greatly instrumental in helping me achieve an important self-relevant goal: not only because I anticipate that the benefits associated with acquiring it will significantly exceed the costs, but because I can also conceive of no better way of achieving the same goal to the same extent with a different good that could be acquired with comparable resources at an equivalent cost-benefit ratio.” Instead, they feel: “I need this,” or “This is the one,” or “Wow! I love that!” The feelings behind these statements accomplish the same goal more elegantly than awareness of the valuation process ever could: they communicate to the individual (and potentially to others) that a particular good is subjectively valuable.
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Orion Taraban (The Value of Others: Understanding the Economic Model of Relationships to Get (and Keep) More of What You Want in the Sexual Marketplace)