Consider a consumer whose willingness to pay (the maximum amount she would pay) for one pizza, if she can only purchase one pizza each semester, is $35. We've graphed her willingness to pay to the right. $35 may seem like a lot to those of us living in a world where pizza is plentiful, but it's probably quite reasonable in the world we've imagined where pizza is, at most, a twice-a-year treat!
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