Which of the following elements directly affect a consumer's willingness to pay and, consequently, consumer surplus?

• A. Government tax revenue
• B. The consumer's preferences and income
• C. The producer's cost of production
• D. The number of firms in the market

Answer: (B)

Verified step by step guidance

1. Understand that a consumer's willingness to pay is primarily influenced by their preferences and income because these determine how much value they place on a good or service and their ability to purchase it.
2. Recognize that government tax revenue does not directly affect an individual consumer's willingness to pay; it is related to government finances rather than personal valuation.
3. Note that the producer's cost of production influences supply and market prices but does not directly change a consumer's personal valuation or willingness to pay.
4. Consider that the number of firms in the market affects competition and market prices but does not directly alter an individual consumer's preferences or income.
5. Conclude that since consumer surplus is the difference between what consumers are willing to pay and what they actually pay, the elements that directly affect willingness to pay (preferences and income) are the key factors influencing consumer surplus.