Which of the following statements is true regarding consumer surplus and willingness to pay in consumer markets compared to business markets?

• A. Consumer surplus does not exist in either consumer or business markets.
• B. Business markets typically have higher consumer surplus because firms are less price sensitive than individual consumers.
• C. Willingness to pay is generally uniform in consumer markets, leading to no consumer surplus.
• D. Consumer surplus tends to be higher in consumer markets because individual consumers often have varying willingness to pay.

Answer: (D)

Verified step by step guidance

1. Step 1: Understand the concept of consumer surplus. Consumer surplus is the difference between what a consumer is willing to pay for a good or service and what they actually pay. It represents the net benefit to consumers from participating in the market.
2. Step 2: Recognize that willingness to pay varies among individual consumers in consumer markets. This variation means some consumers value the product more than others, creating opportunities for consumer surplus when the market price is below their maximum willingness to pay.
3. Step 3: Contrast consumer markets with business markets. In business markets, firms often have more uniform and calculated willingness to pay based on cost structures and profit margins, which tends to reduce the variation in willingness to pay and thus consumer surplus.
4. Step 4: Analyze the statements given. The statement that consumer surplus tends to be higher in consumer markets aligns with the idea that individual consumers have diverse valuations, leading to more consumer surplus compared to business markets.
5. Step 5: Conclude that the correct understanding is that consumer surplus exists and is generally higher in consumer markets due to varying willingness to pay among individual consumers, while business markets typically exhibit less consumer surplus.