N 2010, domino's launched a new advertising campaign admitting that its pizzas had not tasted very good, but claiming that they had developed a new recipe that greatly improved the taste. if domino's succeeded in convincing consumers that its pizza was significantly better than competing pizzas, would its demand curve become flatter or steeper? when a product becomes more differentiated from other products, its demand curve becomes ▼ flatter steeper . this happens because the slope of the demand curve reflects buyer responsiveness to a price change, which is determined in part by the availability of substitutes. thus, when a product becomes more differentiated from other products, buyers perceive it as having ▼ more fewer good substitutes, and this altered perception induces buyers to be ▼ less more responsive to price.