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A shift in supply occurs when factors other than a good’s price change how much producers are willing or able to sell. A shift in demand occurs when factors other than a good’s price change how much consumers are willing or able to buy. Production costs, technology, and resource availability can shift supply, while income, tastes, and the number of buyers can shift demand. These shifts change the market’s equilibrium price and quantity. For example, increased demand tends to raise both price and quantity, while increased supply tends to lower price and raise quantity.