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Why is it that tax only changes perception instead of willingness to pay for a good?

Why is it that tax only changes perception instead of willingness to pay for a good?

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Willingness to pay for a product mainly depends on consumer income, availability of substitutes, consumers tastes and preferences, etc. Tax on a product makes a product costlier but does not affect the consumer income or tastes and preferences or availability of substitutes. So, tax only changes perception but not willingness to pay.

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