A consumer dislikes burgers but loves coke. If she offered by someone a burger or coke
she might drink coke but waste burger.
If someone offered the consumer one extra burger for every coke he gave up he wouldn't want that. But if for every burger he gave out he would get an extra coke he would accept the offer. At the current consumer level, the consumer's exchange rate would be 2 burgers for 1 coke.
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