This brand-new principles of microeconomics text is the most exciting new entry in years. Written by two well-known and well-respected economists, Bob Frank and Ben Bernanke, the text seeks to teach introductory students the core economic concepts-the essence of economics-without overwhelming them with details. Principles of Microeconomics presents the material in an intuitive way that avoids excessive math. The authors introduce a well-articulated short list of core principles, reinforce them by illustrating and applying each principle in several contexts, and then ask students to work exercises to see what they've learned. The text seeks to create "Economic Naturalists"; that is, after reading the text, students will ask (and answer) questions about their economic environment. For example, students will see Braille dots on drive-up ATMs and ask why they're there. Peppered with such thought-provoking examples, Frank and Bernanke not only engage students, but teach them to see each feature of their economic landscape as the reflection of an implicit or explicit cost-benefit calculation. lation.