If consumers' perceptions of a good improve, which of the following is most likely to occur?

• A. The demand curve will shift to the left, reducing total consumer surplus.
• B. Willingness to pay will decrease as consumers become less interested in the good.
• C. Consumer surplus will increase because consumers are willing to pay more for the good.
• D. Consumer surplus will decrease because the market price will fall.

Answer: (C)

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 an improvement in consumers' perceptions of a good typically increases their willingness to pay, meaning the demand curve shifts to the right.
3. Analyze the effect of a rightward shift in the demand curve: at the same market price, consumers now value the good more, increasing consumer surplus.
4. Consider that an increase in willingness to pay does not decrease consumer surplus; instead, it tends to increase it because consumers gain more benefit from the good.
5. Conclude that the correct outcome is an increase in consumer surplus due to higher willingness to pay, rather than a decrease or a leftward shift in demand.