Figure4-12Reallocating Consumption Lowers Consumer Surplus Ana (point A) has a willingness to pay of $35. Bob (point B) has a willingness to pay of only $25. At the market equilibrium price of $30, Ana purchases a used book but Bob does not. If we rearrange consumption by taking a used book from Ana and giving it to Bob, consumer surplus declines by $10 and, as a result, total surplus declines by $10.