However, in the food industry, this only works on a smaller scale compared to other industries; for instance, buyers will unlikely increase their propensity to pay for a common slice of toast branded with a designer symbol if it is significantly more expensive than unbranded toast. Micro economic theory teaches prices for commoditized goods have high elasticity unless customers perceive a sustained differentiated value. Therefore, regarding the toast example, customers would not pay a substantially higher price for branded toast vs unbranded toast (ceteris paribus).