In this paper we analyze the manner in which the demand generated by d
ynamic hedging strategies affects the equilibrium price of the underly
ing asset. We derive an explicit expression for the transformation of
market volatility under the impact of such strategies. It turns out th
at volatility increases and becomes time and price dependent. The stre
ngth of these effects however depends not only on the share of total d
emand that is due to hedging, but also significantly on the heterogene
ity of the distribution of hedged payoffs. We finally discuss in what
sense hedging strategies derived from the assumption of constant volat
ility may still be appropriate even though their implementation obviou
sly violates this assumption.