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The demand curve slopes downwards. This illustrates the assumption that consumers will try to maximise their satisfaction by making choices between the goods and services they buy. If the price of a good falls, then consumers will buy more of it. A change in price causes a contraction or expansion of demand. These, as you will recall, are movements along a given demand curve. The demand curve can shift (a movement of the whole curve, to the right or left) for a variety of reasons.
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