Learning Contents: ·             Effect of Favorable taste and preferences on the demand for a good ·             Effect of Unfavorable taste and preferences on the demand for a good Introduction Taste and Preferences indicate consumer’s likes, dislikes, choices, opinions, etc. that keep on changing with time and therefore, affect the demand for different goods and services. A good for which a consumer develops positive taste and preferences, its demand would increase and therefore, the demand curve would shift to the right. On the other hand, a good for which a consumer develops negative taste and preferences, its demand would decrease and therefore demand curve would shift to the left.  Taste and preferences are influenced by advertisement, change in fashion, climate, research and inventions, culture, etc. For e.g. a consumer would prefer to buy more of those goods which are in fashion today and hence their demand wil