MC and MB refer to the marginal cost and marginal benefit,respectively,of obtaining additional information.
-Refer to the diagram above.The reason the marginal cost curve for information is upward-sloping is that

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The upward slope of the marginal cost curve for information can be attributed to the fact that consumers start with the least expensive sources and progress to more expensive sources as they continue to seek information about a product or service. As a result, the cost of obtaining additional information increases as consumers exhaust the less expensive options and move on to more costly sources.

MC and MB Refer to the Marginal Cost and Marginal