Short-run and long-run effects of a shift in demand Suppose that the chicken industry is in long-run equilibrium at a price of $5 per pound of chicken and a quantity of 200 million pounds per year. Suppose that WebMD claims that the bacteria found in chicken will decrease your expected lifespan by 2 years. WebMD’s claim will cause consumers to demand _______ chicken at every price. In the short run, firms will respond by __________________________.