... additional ticket greater than, less than, or equal to $10? How might you determine that value? If demand exceeds supply at a price of $10, then consumers are willing to bid up the market price ... Since utility-maximizing consumers are willing to pay more than $10, the marginal increase in satisfaction (value) is greater than $10. One way to determine the value of an additional ticket would ... will decrease, and the Engel curve will slope downwards. 4. Tickets to a rock concert sell for $10. But at that price, the demand is substantially greater than the available number of tickets....