1. Demand and Elasticity Modules 46-48

2. What’s behind the Demand Curve? Substitution effect – As price decreases, consumers are more likely to use the good as a substitute for other relatively more expensive ones Income effect – As price decreases, consumers feel like they have more money, since their purchasing power has increased

3. How sensitive one variable is to changes in another variable Elastic – very sensitive Inelastic – somewhat insensitive Elasticity

4. Price Elasticity of Demand How much the quantity demanded changes with change in price: Coefficient of Elasticity = %ΔQ D %ΔP Calculate the elasticity: Price increases from $10 to $12. Quantity falls from 100 to 90. %ΔQ =(90-100)/100 = -10%ΔP =(12-10)/10 = 20% Coefficient of Elasticity = 0.5

5. Price Elasticity of Demand If the coefficient of elasticity > 1, it is considered elastic If the coefficient of elasticity < 1, it is considered inelastic If the coefficient of elasticity = 1, it is considered unit elastic

6. When we discuss price elasticity, we typically mean price elasticity at a particular price. This is because price elasticity usually varies along a demand curve.

7. However, the simple method of calculating elasticity can yield a different result from the opposite direction

8. The Mid-Point Formula Use the average of the two end points: Coefficient of Elasticity = Q 2 -Q 1 (Q 1 +Q 2 )/2 P 2 -P 1 (P 1 +P 2 )/2

10. Elasticity and Total Revenue Depending on elasticity, an increase in price can generate more or less total revenue If demand is inelastic, an increase in price yields and increase in total revenue If demand is elastic, an increase in price yields and decrease in total revenue

13. How Elastic are these Goods? Inelastic Elastic

14. Cross Price Elasticity of Demand How much quantity demanded of Good A will change with respect to change in the price of Good B. %ΔQ DA %ΔP B If the value is negative, A and B are complements If the value is positive, A and B are substitutes

15. Income Elasticity of Demand How much the demand for a good will change with respect to change in income. %ΔQ D %Δ Income If the value is negative, the good is inferior If the value is positive, the good is normal

16. Price Elasticity of Supply How much the quantity supplied changes with change in price: Coefficient of Elasticity = %ΔQ S %ΔP If elasticity is: >1, supply is elastic < 1, supply is inelastic = 1, supply is unit elastic

17. Factors that Determine Supply Elasticity Availability of resources – If a firm can get labor, capital and materials into or out of production quickly, supply will be more elastic Time – Production takes lead time – the more time to make a change, the more elastic – Agriculture