1.) The term "selfish" is very subjective. Every one means something a little different when they say someone's selfish. Context (margin) must be understood to understand the meaning.
2.) marginal cost - costs we incur from making a decision
sunk cost - costs/resources not recoverable when decisions made (bad economic decisions when you take into account sunk costs)
3.) Humans act with purpose; they respond to incentives. They tend to do things that ease life. A person's behavior changes when benefits and costs change.
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