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Multiple Choice

A pharmaceutical company and a local gourmet coffee shop both increase the price of their flagship products by 10%. The pharmaceutical company sells a patented type of insulin, a life-saving medication for which there are no direct substitutes. The coffee shop sells a popular specialty latte, for which there are many alternative beverage options nearby. Based on the principles of consumer responsiveness to price changes, which of the following outcomes is most likely?

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Updated 2025-07-30

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