Answer: low: higher
Step-by-step explanation:
A buyer always wants to pay a price that is as low as possible, but never higher than the buyer's willingness to pay.
As a way to save costs, a buyer will always seek to pay the lowest price they can possibly pay for a good or service. This is why some buyers negotiate prices and seek trade discounts.
Buyers will however have in mind a maximum price that they would be willing to pay. This is called their willingness to pay and it is a threshold that they would not want to exceed. If a good's price is higher than their willingness to pay, they will not buy the good.