Which of the following factors directly influences consumer surplus and the willingness to pay for a good, thereby affecting sales in a market?

• A. The number of sellers in unrelated markets
• B. The price of the good relative to consumers' willingness to pay
• C. The weather conditions in distant countries
• D. Government spending on infrastructure

Answer: (B)

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 consumer surplus depends directly on consumers' willingness to pay and the market price of the good.
3. Analyze how the price of the good relative to consumers' willingness to pay affects the quantity demanded and thus sales in the market.
4. Identify that factors unrelated to the good's price or consumers' preferences, such as the number of sellers in unrelated markets, weather in distant countries, or government spending on infrastructure, do not directly influence consumer surplus or willingness to pay for this good.
5. Conclude that the factor directly influencing consumer surplus and willingness to pay, thereby affecting sales, is the price of the good relative to consumers' willingness to pay.