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C HAPTE R
From Ch. 3 make sure you know the following: Define demand and supply and state the laws of demand and supply.
Determine equilibrium price and quantity from supply and demand graphs and schedules.
From law of demand, a consumer will buy more when price declines, or P Qd
Elasticity of demand measures: how much the Qd changes with a given change in P of the good, change in consumers income (I), or change in price of related product, or: %Qd to %P, or %I, or %Pof related goods
II.
- The degree of responsiveness or sensitivity of consumers to a change in price is measured by the concept of price elasticity of demand. 1. If consumers are relatively responsive to price changes, demand is said to be elastic.
3. Note that with both elastic and inelastic demand, consumers behave according to the law of demand: they are responsive to price changes.
Price elasticity formula: change in quantity/percentage change in price. Or d = %Qd / %P Or: d = (Qd2-Qd1) / ( P2-P1 ) Q d1 P1
Using two price-quantity combinations of a demand schedule, calculate the percentage change in quantity by dividing the absolute change in quantity by one of the two original quantities. Then calculate the percentage change in price by dividing the absolute change in price by one of the two original prices.
.01
P2 P1 Q2 Q1
.02
D Elasticity is .5 Q
Commonly Expressed as
P
The percentage change in quantity The percentage change in price
P2 P1 Q2 Q1
%Q d % P
D Elasticity is .5 Q
d =
Or equivalently
d =
Interpretations of Ed
Elastic Demand
d =
.04 .02
=2
Inelastic Demand
d =
d =
.01 .02
.02 .02
= .5
Unit Elasticity
=1
Percentages also make it possible to compare elasticities of demand for different products.
Because of the inverse relationship between price and quantity demanded, the actual elasticity of demand will be a negative number. However, we ignore the minus sign and use the absolute value of both percentage changes.
If the coefficient of elasticity of demand is > 1, we say demand is elastic; The quantity demanded is relatively responsive when d is >1. If the coefficient is < 1, demand is inelastic. Demand is relatively unresponsive when d <1. A special case is if d = 1; this is called unit elasticity.
Note: Inelastic demand does not mean that consumers are completely unresponsive. This extreme situation called perfectly inelastic demand would be very rare, and the demand curve would be vertical.
Po
Q*
P1
Po
Q*
P1
Po
Q*
P1
Po
d = Zero
Q*
Elastic demand does not mean consumers are completely responsive to a price change. This extreme situation, in which a small price reduction would cause buyers to increase their purchases from zero to all that it is possible to obtain, is perfectly elastic demand, and the demand curve would be horizontal.
d =
To calculate elasticity, which price-quantity combination should we use as P1 and Qd1? Assumption 1: let P1=5 and P2=4, and Qd1=4 while Qd2=5, then: d = [(5-4)/4] / [(4-5)/5] = 1/4 * (-5) (ignoring the minus) = |-5/4| or 1.25 so demand is elastic
To calculate elasticity, which price-quantity combination should we use as P1 and Qd1? Assumption 2: let P1=4 and P2=5, and Qd1=5 while Qd2=4, then: d = [(4-5)/5] / [(5-4)/4] = -1/5 * (4) (ignoring the minus) = |- 4/5| or 0.8 so demand is inelastic
To solve this problem, we use the average, or the midpoint formula for elasticity: d = (Qd2- Qd1) ( P2-P1 ) d d (Q 2+ Q 1)/2 ( P2-P1 )/2
To solve this problem, we use the average, or the midpoint formula for elasticity: d = (Qd2- Qd1) ( P2-P1 ) d d (Q 2+ Q 1)/2 ( P2+P1 )/2 Applying to our example:
To solve this problem, we use the average, or the midpoint formula for elasticity: d = (Qd2- Qd1) ( P2-P1 ) d d (Q 2+ Q 1)/2 ( P2+P1 )/2 Applying to our example:
Refinement
d=
Elasticity varies over range of prices. a. Demand is more elastic in upper left portion of curve (because price is higher and quantity smaller).
Elasticity varies over range of prices. b. Demand is inelastic in lower right portion of curve (because price is lower and quantity larger).
Elasticity varies over range of prices. a. Demand is unitary elastic in the middle.
It is impossible to judge elasticity of a single demand curve by its flatness or steepness, since demand elasticity can measure both as elastic and as inelastic at different points on the same demand curve.
Total Revenue Test TR = PxQ A total-revenue test is the easiest way to judge whether demand is elastic or inelastic. This test can be used in place of an elasticity formula, unless there is a need to determine the elasticity coefficient. Elastic demand and the total-revenue test: Demand is elastic if a decrease in price results in a rise in total revenue, or if an increase in price results in a decline in total revenue. (Price and revenue move in opposite directions).
or if an increase in price results in a decline in total revenue. Price and revenue move in opposite directions.
Inelastic demand and the total-revenue test: Demand is inelastic if a decrease in price results in a fall in total revenue, or an increase in price results in a rise in total revenue. (Price and revenue move in same direction).
Unit elasticity and the total-revenue test: Demand is unitary elastic if total revenue does not change when the price changes.
Table 20-2 provides a summary of the rules and concepts related to elasticity of demand.
D Q
Q
Quantity Demanded
D Q
Q
Quantity Demanded
D Q
Q
Quantity Demanded
D Q
Q
Quantity Demanded
Quantity Demanded
Inelastic Demand
D Q
Inelastic Demand
Quantity Demanded
Elastic Demand
Inelastic Demand
D Q
Elastic Demand
Unit Elastic
Inelastic Demand
D Q
1. Substitutes for the product: Generally, the more substitutes, the more elastic the demand. 2. The proportion of price relative to income: Generally, the larger the expenditure relative to ones budget, the more elastic the demand, because buyers notice the change in price more. 3. luxury vs. Necessity products: Generally, the less necessary the item, the more elastic the demand. 4. Time factor: Generally, the longer the time period involved, the more elastic the demand becomes.
practical applications: There are many practical applications of the price elasticity of demand.
1. Inelastic demand for agricultural products helps to explain why bumper crops depress the prices and total revenues for farmers.
2. Governments look at elasticity of demand when levying excise taxes. Excise taxes on products with inelastic demand will raise the most revenue and have the least impact on quantity demanded for those products. 3. Demand for cocaine is highly inelastic and presents problems for law enforcement. Stricter enforcement reduces supply, raises prices and revenues for sellers, and provides more incentives for sellers to remain in business. Crime may also increase as buyers have to find more money to buy their drugs.
Price Elasticity of Supply The concept of price elasticity also applies to supply. The elasticity formula is the same as that for demand.
s = % Qs / % P
As with price elasticity of demand, the midpoints formula is more accurate.
Percentage change in quantity supplied of good X s= Percentage change in the price of good X
Now, compare the immediate market period, the short-run, and long run...
The ease of shifting resources between alternative uses is very important in price elasticity of supply because it will determine how much flexibility a producer has to adjust output to a change in the price. The degree of flexibility, and therefore the time period, will be different in different industries. (Figure 20-3)
Qo
QoQ1 SR
Qo Q1 LR
Perfectly Inelastic
Elastic
More elastic
The market period is so short that elasticity of supply is inelastic; it could be almost perfectly inelastic or vertical. In this situation, it is virtually impossible for producers to adjust their resources and change the quantity supplied. (Think of adjustments on a farm once the crop has been planted.)
The short-run supply elasticity is more elastic than the market period and will depend on the ability of producers to respond to price change. Industrial producers are able to make some output changes by having workers work overtime or by bringing on an extra shift. The long-run supply elasticity is the most elastic, because more adjustments can be made over time and quantity can be changed more relative to a small change in price, as in Figure 20-3c. The producer has time to build a new plant.
Applications of the price elasticity of supply. 1. Antiques and other non-reproducible commodities are inelastic in supply, sometimes the supply is perfectly inelastic. This makes their prices subject to fluctuations in demand. 2. Gold prices are volatile because the supply of gold is highly inelastic, and unstable demand resulting from speculation causes prices to fluctuate significantly.
xy = %Qx / %Py
1. If xy > 0, then X and Y are substitutes. 2. If xy < 0, then X and Y are complements. 3. If xy = 0, then X and Y are unrelated, independent products.
Income elasticity of demand The percentage change in quantity demanded that results from some percentage change in consumer incomes.
I = %Qx / %I
1. If I >0, this is a normal good. 2. If I >0, this is an inferior good.
LAST WORD: Elasticity and Pricing Power: Why Different Consumers Pay Different Prices A. Sellers often charge different prices for goods based on differences in price elasticity of demand. B. The ability to charge different prices depends on some market power; that is, some ability to control price (unlike the competitive model where all buyers and sellers exchange at exactly the same price).
C. Customers are grouped according to elasticities: Business travelers have more inelastic demand for air travel, and can be charged a higher price than the more price elastic tourist.
Next:
Chapter 21