Why can deadweight loss occur when a price is below the equilibrium even when some consumers benefit from it?
consumers will purchase more of the good at a price below equilibrium.
consumers never benefit because a higher price is charged when a shortage occurs.
a surplus occurs at a price below equilibrium allowing consumers to benefit from a lower price.
when a shortage occurs, some consumers are fortunate enough to benefit from a lower price if they purchase the good or service before the price increase occurs.

In the 1970s, kmart used blue light specials to encourage customers to flock to a particular department having a temporary sale. a spinning blue light activated for approximately 30 seconds, and then an in-store announcement informed shoppers of the special savings in the specific department. over time, loyal kmart shoppers learned to flock to the department with the spinning blue light before any announcement of special savings occurred. if kmart was employing classical conditioning techniques, what role did the spinning blue light play?