what the market will bear

[Shingo]

Hi!
I came across the phrase "what the market will bear." For example, "His strategy is to charge what the market will bear."
I understand it means the highest price you can sell your goods at in the market.
But in this case, what does the word "bear" mean?
The verb "bear" has a lot of meanings: stand, support, produce, give birth to, carry....
I was wondering which the word "bear" means. Maybe "support"?

Does anyone know?

 

[Miss Julie]

I would say "accept" or "tolerate."

For example, if customers (in the U.S.) will accept paying $5/gallon for gasoline, then that is what gas stations will tend to charge.

Perhaps this thread may help: http://forum.wordreference.com/showthread.php?t=1345658

 

[Chris K]

"Bear" here means "accept" or "tolerate." You have to imagine the market as, for example, a beast of burden that can only carry ("bear") so much. If the price goes higher, the market can no longer bear it and something will happen.

 

[sdgraham]

I suggest you take a look at: tolerate and bear (which will lead you to other discussions as well.)

 

[Shingo]

Thank you, Miss Julie, Chris K, and sdgraham!

I clearly understand its meaning now. I also understand why "bear" can mean both "carry" and "tolerate."

Thanks!