Brice should use the concept of Marginal Utility.
Marginal Utility
It is the increased satisfaction that a consumer can get when having one more unit of a good or service. The concept of marginal utility is used by economists to determine how much of an item consumers are willing to purchase. Positive marginal utility occurs when the consumption of an item increases the total utility. Negative marginal utility occurs when the consumption of one more unit decreases the overall utility.
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