Good marketing increases consumer surplus by raising customers' quality expectations relative to price. What is the primary economic effect of this increase in perceived value?

• A. The equilibrium price in the market decreases due to higher perceived quality.
• B. Consumer surplus decreases as perceived value rises.
• C. Producers receive less revenue because consumers expect lower prices.
• D. Consumers are willing to pay more than the market price, increasing consumer surplus.

Answer: (D)

Verified step by step guidance

1. Understand the concept of consumer surplus: it is the difference between what consumers are willing to pay for a good and what they actually pay.
2. Recognize that good marketing raises consumers' perceived value or quality expectations of a product, effectively increasing their willingness to pay.
3. Analyze how an increase in perceived value shifts the demand curve to the right, meaning consumers are willing to pay more at each price level.
4. Note that if the market price remains constant, the gap between willingness to pay and actual price widens, leading to an increase in consumer surplus.
5. Conclude that the primary economic effect is that consumers gain more surplus because they value the product higher than before, without necessarily paying a higher price.