Conditions of demand - Factors other than price which lead to shifts in the demand curve, Consumer surplus - The difference between how much people are willing to pay and how much they actually pay, Contraction of demand - A movement back along the demand curve due to a rise in price, Effective demand - Demand back by an ability to pay, Latent demand - Demand but without an ability to pay, Extension of demand - A movement down the demand curve caused by a fall in price, Diminishing marginal utility - When the value or utility of each additional unit consumed is lower than the previous unit, Increase in demand - Shift right in the curve, Decrease in demand - Shift left in the curve,

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