1. Chapter 4 Individual and Market Demand

2. ©2005 Pearson Education, Inc. Question: Why is the Demand Curve downward sloping?  Stupid question?  Needs explanation? Chapter 42

3. ©2005 Pearson Education, Inc.Chapter 43 Effect of a Price Change Each price leads to different amounts of food purchased 5 U3U3 D 4 U2U2 B 1220 Assume: I = $20 P C = $2 P F = $2, $1, $0.50 Food (units per month) Clothing 6 A U1U1 4 10

4. ©2005 Pearson Education, Inc.Chapter 44 Effect of a Price Change By changing prices and showing what the consumer will purchase, we can create a demand schedule and demand curve for the individual Demand Schedule PQ $2.004 $1.0012 $0.5020

5. ©2005 Pearson Education, Inc.Chapter 45 Effect of a Price Change Demand Curve Individual Demand relates the quantity of a good that a consumer will buy to the price of that good. Food (units per month) Price of Food H E G $2.00 41220 $1.00 $.50

6. ©2005 Pearson Education, Inc.Chapter 46 Demand Curves – Important Properties The level of utility that can be attained changes as we move along the curve. At every point on the demand curve, the consumer is maximizing utility by satisfying the condition that the MRS of food for clothing equals the ratio of the prices of food and clothing.

7. ©2005 Pearson Education, Inc.Chapter 47 Effect of a Price Change Food (units per month) Price of Food H E G $2.00 41220 $1.00 $.50 Demand Curve E: P f /P c = 2/2 = 1 = MRS G: P f /P c = 1/2 =.5 = MRS H:P f /P c =.5/2 =.25 = MRS When the price falls: P f /P c & MRS also fall

8. ©2005 Pearson Education, Inc.Chapter 48 Effects of Income Changes Food (units per month) Clothing (units per month) An increase in income, with the prices fixed, causes consumers to alter their choice of market basket. 3 4 A U1U1 5 10 B U2U2 D 7 16 U3U3 Assume: P f = $1, P c = $2 I = $10, $20, $30

9. ©2005 Pearson Education, Inc.Chapter 49 Effects of Income Changes Food (units per month) Price of food An increase in income, from $10 to $20 to $30, with the prices fixed, shifts the consumer’s demand curve to the right as well. $1.00 4 D1D1 E 10 D2D2 G 16 D3D3 H

10. ©2005 Pearson Education, Inc.Chapter 410 Individual Demand Engel Curves  Engel curves relate the quantity of good consumed to income.  If the good is a normal good, the Engel curve is upward sloping.  If the good is an inferior good, the Engel curve is downward sloping.

11. ©2005 Pearson Education, Inc.Chapter 411 Engel Curves Food (units per month) 30 10 Income ($ per month) 20 481216 Engel curves slope upward for normal goods.

12. ©2005 Pearson Education, Inc.Chapter 412 Income and Substitution Effects A change in the price of a good has two effects:  Substitution Effect  Income Effect

13. ©2005 Pearson Education, Inc.Chapter 413 Income and Substitution Effects Substitution Effect  Relative price of a good changes when price changes  Consumers will tend to buy more of the good that has become relatively cheaper, and less of the good that is relatively more expensive.

14. ©2005 Pearson Education, Inc.Chapter 414 Income and Substitution Effects Income Effect  Consumers experience an increase in real purchasing power when the price of one good falls.

15. ©2005 Pearson Education, Inc.Chapter 415 Income and Substitution Effects Substitution Effect  The substitution effect is the change in an item’s consumption associated with a change in the price of the item, with the level of utility held constant.  When the price of an item declines, the substitution effect always leads to an increase in the quantity demanded of the good.

16. ©2005 Pearson Education, Inc.Chapter 416 Income and Substitution Effects Income Effect  The income effect is the change in an item’s consumption brought about by the increase in purchasing power, with the price of the item held constant.  When a person’s income increases, the quantity demanded for the product may increase or decrease.

17. ©2005 Pearson Education, Inc.Chapter 417 Income and Substitution Effects Income Effect  Even with inferior goods, the income effect is rarely large enough to outweigh the substitution effect.

18. ©2005 Pearson Education, Inc.Chapter 418 Income and Substitution Effects: Normal Good Food (units per month) O Clothing (units per month) R F1F1 S C1C1 A U1U1 The income effect, EF 2, ( from D to B) keeps relative prices constant but increases purchasing power. Income Effect C2C2 F2F2 T U2U2 B When the price of food falls, consumption increases by F 1 F 2 as the consumer moves from A to B. E Total Effect Substitution Effect D The substitution effect,F 1 E, (from point A to D), changes the relative prices but keeps real income (satisfaction) constant.

19. ©2005 Pearson Education, Inc.Chapter 419 Food (units per month) O R Clothing (units per month) F1F1 SF2F2 T A U1U1 E Substitution Effect D Total Effect Since food is an inferior good, the income effect is negative. However, the substitution effect is larger than the income effect. B Income Effect U2U2 Income and Substitution Effects: Inferior Good

20. ©2005 Pearson Education, Inc.Chapter 420 Income and Substitution Effects A Special Case--The Giffen Good  The income effect may theoretically be large enough to cause the demand curve for a good to slope upward.  This rarely occurs and is of little practical interest.

21. ©2005 Pearson Education, Inc.Chapter 421 Market Demand Market Demand Curves  A curve that relates the quantity of a good that all consumers in a market buy to the price of that good.  The sum of all the individual demand curves in the market

22. ©2005 Pearson Education, Inc.Chapter 422 Determining the Market Demand Curve PriceABC Market Demand 16101632 2481325 3261018 404711 50246

23. ©2005 Pearson Education, Inc.Chapter 423 Summing to Obtain a Market Demand Curve Quantity 1 2 3 4 Price 0 5 51015202530 DBDB DCDC Market Demand DADA The market demand curve is obtained by summing the consumer’s demand curves

24. ©2005 Pearson Education, Inc.Chapter 424 Market Demand From this analysis one can see two important points  The market demand will shift to the right as more consumers enter the market.  Factors that influence the demands of many consumers will also affect the market demand.

25. ©2005 Pearson Education, Inc.Chapter 425 Consumer Surplus Why do consumers exchange 1,000 Won for an apple?  Consumers buy goods because it makes them better off  Consumer Surplus measures how much better off they are

26. ©2005 Pearson Education, Inc.Chapter 426 Consumer Surplus The difference between the maximum amount a consumer is willing to pay for a good and the amount actually paid.

27. ©2005 Pearson Education, Inc.Chapter 427 Consumer Surplus - Example Student wants to buy concert tickets Demand curve tells us willingness to pay for each concert ticket  1 st ticket worth $20 but price is $14 so student generates $6 worth of surplus  Can measure this for each ticket  Total surplus is addition of surplus for each ticket purchased

28. ©2005 Pearson Education, Inc.Chapter 428 The consumer surplus of purchasing 6 concert tickets is the sum of the surplus derived from each one individually. Consumer Surplus 6 + 5 + 4 + 3 + 2 + 1 = 21 Consumer Surplus - Example Rock Concert Tickets Price ($ per ticket) 23456 13 01 14 15 16 17 18 19 20 Market Price Will not buy more than 7 because surplus is negative

29. ©2005 Pearson Education, Inc.Chapter 429 Demand Curve Consumer Surplus Consumer Surplus for the Market Demand Consumer Surplus Rock Concert Tickets Price ($ per ticket) 23456 13 01 Actual Expenditure 14 15 16 17 18 19 20 Market Price CS = ½ ($20 - $14)*(1600) = $19,500

30. ©2005 Pearson Education, Inc.Chapter 430 Network Externalities Up to this point we have assumed that people’s demands for a good are independent of one another. For some goods, one person’s demand also depends on the demands of other people

31. ©2005 Pearson Education, Inc.Chapter 431 Network Externalities A positive network externality exists if the quantity of a good demanded by a consumer increases in response to an increase in purchases by other consumers. Negative network externalities are just the opposite.

32. ©2005 Pearson Education, Inc.Chapter 432 Network Externalities The Bandwagon Effect  This is the desire to be in style, to have a good because almost everyone else has it, or to indulge in a fad.  This is the major objective of marketing and advertising campaigns (e.g. toys, clothing).

33. ©2005 Pearson Education, Inc.Chapter 433 Positive Network Externality: Bandwagon Effect Quantity (thousands per month) Price ($ per unit) D 20 20 When consumers believe more people have purchased the product, the demand curve shifts further to the the right. 40 D 40 60 D 60 80 D 80 100 D 100

34. ©2005 Pearson Education, Inc.Chapter 434 Positive Network Externality: Bandwagon Effect Quantity (thousands per month) Price ($ per unit) D 20 20 The market demand curve is found by joining the points on the individual demand curves. It is relatively more elastic. 40 D 40 60 D 60 80 D 80 100 D 100 Demand

35. ©2005 Pearson Education, Inc.Chapter 435 Positive Network Externality: Bandwagon Effect Quantity (thousands per month) Price ($ per unit) D 20 20 Suppose the price falls from $30 to $20. If there were no bandwagon effect, quantity demanded would only increase to 48,000 40 D 40 60 D 60 80 D 80 100 D 100 Demand But as more people buy the good, it becomes stylish to own it and the quantity demanded increases further. $30 48 $20 Pure Price Effect Bandwagon Effect

36. ©2005 Pearson Education, Inc.Chapter 436 Network Externalities The Snob Effect  If the network externality is negative, a snob effect exists. The snob effect refers to the desire to own exclusive or unique goods. The quantity demanded of a “snob” good is higher the fewer the people who own it.

37. ©2005 Pearson Education, Inc.Chapter 437 Network Externality: Snob Effect Quantity (thousands per month) Price ($ per unit) 2 Demand D2D2 $30,000 $15,000 14 Originally demand is D 2, when consumers think 2000 people have bought a good. 468 D4D4 D6D6 D8D8 However, if consumers think 4,000 people have bought the good, demand shifts from D 2 to D 6 and its snob value has been reduced. Pure Price Effect

38. ©2005 Pearson Education, Inc. Network Externality: Snob Effect Chapter 438 Quantity (thousands per month) Price ($ per unit) 2 Demand D2D2 $30,000 $15,000 14468 D4D4 D6D6 D8D8 Pure Price Effect The demand is less elastic and as a snob good its value is greatly reduced if more people own it. Sales decrease as a result. Examples: Rolex watches and long lines at the ski lift. Net Effect Snob Effect