the factors that cause consumers to buy more or less of a good or service at the SAME price
*acronym: S(Px2)ICE*
**S: prices of substitutes**
* if the price of a substitute goes up, demand for the good goes up
* if the price of a substitute goes down, demand for the good goes down
**P1: preferences**
**P2: population / market size**
* bigger market = more overall demand
* smaller market = less overall demand
**I: income**
* as income increases, demand for normal goods increases while demand for inferior goods decreases
* as income decreases, demand for normal goods decreases while demand for inferior goods increases
**C: complementary goods**
* if the price of a complementary good goes up, demand for the good goes down
* if the price of a complementary good goes down, demand for the good goes up
**E: expectations**
* expectations of lower prices in the future = decrease in current demand
* expectations of higher prices in the future = increase in current demand