Papers studying the liquidity of a market tend to focus on decisions involving the trade-off between the selling price and the time-till-sale for a given set of market conditions. This paper characterizes the effect of a change in market conditions on a single seller, where seller benefits from either a "value-increasing" or a "liquidityincreasing" change in market conditions. Shamelessly stealing from demand theory, I show how the effect of either type of change on price and on the probability-of-sale can be decomposed into a "value effect" and a "substitution effect." Two adding-up conditions restrict the set of possible predictions.The discussion focusses on the market for real estate assets where stochastic rationing is most evident, especially in the discussion of empirical implications. Even so, the same ideas can be applied to markets where other selling mechanisms dominate and, for this reason, I offer a general theory of how individual behavior adjusts to changing conditions. JEL: C70, D40, R31