This document discusses the basics of demand, including: - Demand refers to a consumer's willingness and ability to purchase a good at a given price. - The law of demand states that as price increases, quantity demanded decreases, and vice versa. - Demand curves on graphs show price on the vertical axis and quantity on the horizontal axis, with the curve sloping downward. - Movement along the demand curve occurs when price changes cause shifts in quantity demanded, while shifts of the entire curve happen when other factors influencing demand change.