Which of the following statements regarding pricing objectives is most accurate in the context of consumer surplus and willingness to pay?

• A. Maximizing consumer surplus is always the primary objective of profit-maximizing firms.
• B. A firm that sets prices below consumers' willingness to pay increases consumer surplus but may reduce its own profit.
• C. Consumer surplus is maximized when prices are set above the equilibrium price.
• D. Setting prices equal to consumers' maximum willingness to pay maximizes consumer surplus.

Answer: (B)

Verified step by step guidance

1. Step 1: Understand the concept of consumer surplus. Consumer surplus is the difference between what consumers are willing to pay for a good or service and what they actually pay. It measures the net benefit to consumers from participating in the market.
2. Step 2: Recognize the firm's objective in pricing. Profit-maximizing firms aim to set prices to maximize their own profit, which is the difference between total revenue and total cost, not necessarily to maximize consumer surplus.
3. Step 3: Analyze the relationship between price, consumer surplus, and firm profit. If a firm sets a price below consumers' willingness to pay, consumer surplus increases because consumers pay less than their maximum willingness to pay. However, this lower price may reduce the firm's profit margin.
4. Step 4: Evaluate the incorrect statements: Setting prices above equilibrium price typically reduces consumer surplus, and setting prices equal to maximum willingness to pay transfers all surplus to the firm, leaving no consumer surplus.
5. Step 5: Conclude that the most accurate statement is that a firm setting prices below consumers' willingness to pay increases consumer surplus but may reduce its own profit, reflecting the trade-off between consumer benefit and firm profit.