A favourable change in consumer tastes (preferences) for a product—a change that makes the product more desirable—means that more of it will be demanded at each price. Demand will increase; the demand curve will shift rightward. An unfavourable change in consumer preferences will decrease demand, shifting the demand curve to the left.

New products may affect consumer tastes; for example, the introduction of compact discs greatly decreased the demand for cassette tapes. Consumers' concern over the health hazards of cholesterol and obesity have increased the demand for broccoli, low-calorie sweeteners, and fresh fruit, while decreasing the demand for beef, veal, eggs, and whole milk. Over the past several years, the demand for coffee drinks, bottled water, and sports utility vehicles has greatly increased, driven by a change in tastes. So, too, has the demand for cargo pants and fleece outerwear.

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