A firm in a monopolistically competitive market is usually indifferent to an additional customer walking through the door, since a sale to that customer will not increase the firm's profit.

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In a monopolistically competitive market, firms have some degree of market power, meaning they can influence the price of their product through differentiation. Therefore, an additional customer can increase the firm's profit, as each sale contributes to covering fixed costs and adding to variable profits. Firms in such markets typically seek to attract more customers to increase their profits.

A Firm in a Monopolistically Competitive Market Is Usually Indifferent