Which concept should Brice use when deciding between two TVs with different prices?

The concept that Brice should use when deciding between two TVs with different prices is marginal utility. Marginal utility refers to the additional satisfaction or value that a consumer gains from consuming one more unit of a good or service. When faced with two options, Brice should assess how much additional satisfaction each TV provides relative to its cost.

This evaluation helps him make a more informed decision based on not just the price, but also on the perceived value or enjoyment each TV offers. For instance, a more expensive TV might offer features that significantly enhance his viewing experience, translating into higher marginal utility. By considering marginal utility, Brice can align his choice with his preferences and budget, ultimately leading to a more satisfying purchase.

Opportunity cost, while relevant in decision-making, focuses on the value of the next best alternative that is relinquished when a choice is made, rather than the value derived from the choice itself. Fixed costs and variable costs pertain to understanding expenses related to owning assets over time and are not directly applicable to evaluating the immediate satisfaction of choosing between two consumer goods.