THE ESPN SPORTSZONE—TO FEE OR NOT TO FEE? The ESPN cable TV network runs a major sports information site at www.espn.com. Most of the content is free, but ESPN has a premium membership (see its "Insider") available for a monthly or an annual fee. Similar, but fee-free, sports content can be found at the Web sites of CNN_Sports Illustrated, www.cnnsi.com, and CBS Sports Line, www.cbs.sportsline.com. Since ESPN has put a price tag on some of its sports content, it implies that the utility of a premium membership cannot be found at a nofee site and is therefore worth the price. Is this the case? Use the utility-maximization rule to justify your subscribing or not subscribing to the premium membership.

HERE IS $500—GO SPEND IT AT WAL-MART Assume that you and several classmates each receives a $500 credit voucher (good for today only) from Wal-Mart Online. Go to www.wal-mart.com and select $500 worth of merchandise. Use Add to Cart to keep a running total and use Review Cart to print your final selection. Compare your list with your classmates' lists. What explains the differences? Would you have purchased your items if you had received $500 in cash to be spent whenever and wherever you pleased?