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Some Baseball Parks Have a "7th Inning Stretch" Where Beer

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Some baseball parks have a "7th Inning Stretch" where beer, hotdogs and other food items are offered for sale at a lower price. What economic concept is being used by the baseball park to justify this practice? If it is successful at selling more food and drink with this practice why don't they lower prices at the beginning of the game?

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The economic concept is the law of dimin...

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