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The substitution effect occurs when consumers replace a more expensive good with a less expensive alternative, leading to changes in demand for those goods. When the price of a product rises, consumers may seek substitutes, resulting in a decrease in the quantity demanded for the more expensive item and an increase in demand for the substitute. This effect highlights how price changes can influence consumer behavior and preferences, ultimately shaping market demand. Understanding the substitution effect helps businesses and economists predict how demand shifts in response to price fluctuations.

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