1. Elasticity, Consumer Surplus, and Producer Surplus Chapter 6 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

2. Chapter Objectives Price elasticity of demand The total revenue test Price elasticity of supply Cross elasticity of demand Income elasticity of demand Consumer & producer surplus Efficiency losses 6-2

3. Price Elasticity of Demand Measuring responsiveness to price changes Elastic demand –Large change in quantity purchased for given price change Inelastic demand –Small change in quantity purchased for given price change 6-3

4. Price Elasticity of Demand Price-elasticity coefficient and formula Percentage Change in Quantity Demanded of Product X Percentage Change in Price of Product X E d = 6-4

5. Price Elasticity of Demand Calculate percentage change Restate formula Change in Quantity Demanded of X Original Price of X E d = Change in Price of X Original Quantity Demanded of X ÷ 6-5

6. Price Elasticity of Demand Calculation problem Starting point matters Midpoint formula Change in Quantity E d = Sum of Quantities/2 ÷ Change in Price Sum of Prices/2 6-6

7. Interpretations of Elasticity Elastic Demand Inelastic Demand Unit Elasticity E d =.04.02 = 2E d =.01.02 =.5E d =.02 = 1 6-7

8. Price Elasticity of Demand Why use percentages? –Unit free measure –Compare responsiveness across products Elimination of the (-) sign Extreme cases –Perfectly inelastic demand –Perfectly elastic demand 6-8

9. The Total Revenue Test Total Revenue = TR = PxQ Inelastic demand –P and TR change in same direction Elastic demand –P and TR change in opposite direction 6-9

10. $3 2 1 0 10 20 30 40 Q P Lower price and elastic demand –Blue gain exceeds gold loss a b D1D1 The Total Revenue Test 6-10

11. $4 3 2 1 0 10 20 Q P Lower price and inelastic demand –Gold loss exceeds blue gain c d D2D2 The Total Revenue Test 6-11

12. $3 2 1 0 10 20 30 Q P Lower price and unit-elastic demand –Blue gain equals yellow loss e f D3D3 The Total Revenue Test 6-12

13. ] ] ] ] ] ] ] Elasticity on a Linear Demand Curve 1234567812345678 $8 7 6 5 4 3 2 1 5.00 2.60 1.57 1.00 0.64 0.38 0.20 $8,000 14,000 18,000 20,000 18,000 14,000 8,000 Elastic Unit Elastic Inelastic (1) Total Quantity of Tickets Demanded Per Week, Thousands (2) Price Per Ticket (3) Elasticity Coefficient (E d ) (4) Total Revenue (1) X (2) (5) Total-Revenue Test ] ] ] ] ] ] ] 6-13

14. Elasticity and the TR Curve 012345678 012345678 Quantity Demanded Price Total Revenue (Thousands of Dollars) $20 18 16 14 12 10 8 6 4 2 $8 7 6 5 4 3 2 1 a b c d e f g h Elastic E d > 1 Unit Elastic E d = 1 Inelastic E d < 1 D TR 6-14

15. Determinants of Elasticity Substitutability –More substitutes, more elastic demand Proportion of income –Price relative to income Luxuries versus necessities –Luxuries are more elastic Time –More elastic in the long run 6-15

16. Applications of Elasticity Large crop yields –Inelastic demand Excise taxes –Inelastic demand Decriminalization of illegal drugs –Elastic or inelastic demand? 6-16

17. Price Elasticity of Supply Percentage Change in Quantity Supplied of Product X Percentage Change in Price of Product X E s = Responsiveness to price changes by producers 6-17

18. Price Elasticity of Supply Market period –Perfectly inelastic supply Short run –Fixed plant size Long run –Adjustable plant size –Supply more elastic 6-18

19. P Q Price Elasticity of Supply The Market Period Perfectly inelastic supply D1D1 D2D2 SmSm Q0Q0 PmPm P0P0 Greatest Price Impact 6-19

20. Price Elasticity of Supply The Short Run Inelastic supply P Q D1D1 D2D2 SsSs Q0Q0 PsPs P0P0 QsQs Lower Price Impact 6-20

21. Price Elasticity of Supply The Long Run Elastic supply P Q D1D1 D2D2 SlSl Q0Q0 PlPl P0P0 QlQl Least Price Impact 6-21

22. Price Elasticity of Supply Applications Antiques and reproductions –Limited, inelastic supply –Strong demand –Resulting high price Volatile gold prices –Inelastic supply –Shifting demand 6-22

23. Cross Elasticity of Demand Responsiveness of sales to change in price of another good Percentage Change in Quantity Demanded of Product X Percentage Change in Price of Product Y E xy = 6-23

24. Cross Elasticity of Demand Substitute goods –Positive sign Complementary goods –Negative sign Independent goods –Zero 6-24

25. Income Elasticity of Demand Responsiveness of sales to change in income Normal goods – positive sign Inferior goods– negative sign Percentage Change in Quantity Demanded Percentage Change in Income E i = 6-25

26. Consumer Surplus Benefit surplus Maximum willingness to pay (WTP) less than actual price paid PersonMax WTP Actual PriceCS Bob$13$8$5 Barb$12$8$4 Bill$11$8$3 Bart$10$8$2 Brent$9$8$1 Betty$8$8$0 6-26

27. Consumer Surplus D Price (Per Bag) P1P1 Q1Q1 Quantity (Bags) Consumer Surplus Equilibrium Price = $8 6-27

28. Producer Surplus Benefit surplus Actual price received more than minimum acceptable price (AP) PersonMin APActual PricePS Carlos$3$8$5 Courtney$4$8$4 Chuck$5$8$3 Cindy$6$8$2 Craig$7$8$1 Chad$8$8$0 6-28

29. Producer Surplus S Price (Per Bag) P1P1 Q1Q1 Quantity (Bags) Producer Surplus Equilibrium Price = $8 6-29

30. Efficiency Revisited Productive and allocative efficiency D S Price (Per Bag) P1P1 Q1Q1 Quantity (Bags) Consumer Surplus Producer Surplus Equilibrium Price = $8 6-30

31. Efficiency Loss Deadweight loss D S Price (Per Bag) P1P1 Q1Q1 Quantity (Bags) Efficiency Losses Q2Q2 Q3Q3 6-31

32. Elasticity and Pricing Power Competitive markets –No pricing power Firms with market power –Charge different prices Differences in group elasticities –Business vs. leisure travelers –Discounting for children –College tuition 6-32

33. Key Terms price elasticity of demand midpoint formula elastic demand inelastic demand unit elasticity perfectly inelastic demand perfectly elastic demand total revenue (TR) total-revenue test price elasticity of supply market period short run long run cross elasticity of demand income elasticity of demand consumer surplus producer surplus efficiency losses (deadweight losses) 6-33

34. Next Chapter Preview… Consumer Behavior 6-34