Crossword Genius

What prompts consumer demand (8)

Ross

I believe the answer is:

appetite

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'demand' is the definition.
(I've seen this before)

I cannot understand how the remainder of the clue works.

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(Other definitions for appetite that I've seen before include "Desire, inclination" , "thirst" , "Physical need for food" , "Physical desire as for food" , "Natural desire to satisfy a need" .)

I've seen this clue in The Globe and Mail.
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