When a monopolistically competitive firm lowers it price,one bad thing happens to the firm.What is this 'one bad thing' called?

Question

Quizplus · Accepted Answer

When a monopolistically competitive firm lowers its price, the demand for its products increases, which leads to the firm selling more units of the product, resulting in an increase in revenue. However, the price effect states that the lower price reduces the revenue received from selling each unit, thus lowering the firm's total revenue. Therefore, the one bad thing that happens to the firm is the reduction in revenue per unit, known as the price effect, which is represented as the negative slope of the demand curve.

When a Monopolistically Competitive Firm Lowers It Price,one Bad Thing