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In a market bubble, a term that came into common use during the South Sea Bubble of 1720, the price of a commodity rises far higher than estimates of a commodity's difficult-to-specify “real value.” The rise is not like a sharp inflationary increase, in that the price of the commodity does not move with the market, but, rather, in response to extraordinary demand. This rise usually occurs after a new product or technology or social opportunity appears and slopes upward rapidly under a demand that appears more like a social contagion than a market exchange. The commodity is perceived by buyers as unique, scarce, and nonsubstitutable. The price rises to a level far higher than that at which the commodity was recently and/or customarily sold. Purchases of higher-valued types of the commodity expand to lower-valued types as the market becomes less discriminating in order to supply the huge demand for the commodity.

The possibility of growth in the commodity's value is overestimated, partly due to lack of experience with the newly sought-after commodity. Demand is fed by speculation, as the possibility of quick wealth draws new participants into the market. The bubble generates social excitement, which spreads from investor to investor via personal contacts. Wealth floods into the market for the commodity, being drawn typically out of other investments perceived in comparison with the bubble commodity as underperforming. Investment in the bubble slows as fungible wealth is exhausted, and the costs of extracting wealth to purchase the bubble commodity begin to accelerate.

Events Leading to Bursting a Bubble

The bubble bursts when one or more of several possible events occur: First, wealth available to purchase the bubble may become relatively unavailable, whether due to actual availability or to extraction cost, so that demand slackens from potential purchasers. Because the run-up occurs over such a relatively short period, there is little chance for the market itself to expand. Although in the initial, slower run-up many new entrants may arrive, in the bubble's later stages, the market participants who are present and would invest are already fully engaged in the bubble. At least from the perspective of the practical limits seen in historical contexts, it is not feasible to bring in more distant participants to replace those who are “topped out.” Thus, as the capital supply slackens or becomes too costly, demand plummets and the bubble collapses.

Second, qualities of the commodity may be shown as not unique, not scarce, and/or substitutable. Or the commodity itself may be revealed as different in character from its social perception, or even to be false or nonexistent, as in a scam. Indeed, the commodity's market may be revealed publicly as a bubble, sparking immediate divestiture of holdings and market collapse. Thus, the bubble may collapse if the special, demand-producing character of the commodity changes.

Third, natural or scheduled deadlines may cause investment to slacken as the deadlines near; market investors begin to exit to capture their gains, demand evaporates, and the price goes into free fall. This was one reason for the collapse of Tulipomania (see below).

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