1. Demand Chapter 4

2. Introduction to Demand In the United States, the forces of supply and demand work together to set prices. Demand is the desire, willingness, and ability to buy a good or service. – Supply can refer to one individual consumer or to the total demand of all consumers in the market (market demand). – Based on that definition, which of the following do you have a demand for?

3. Individual Demand Schedule A demand schedule can be shown as points on a graph. ◦The graph lists prices on the vertical axis and quantities demanded on the horizontal axis. ◦Each point on the graph shows how many units of the product or service an individual will buy at a particular price. ◦The demand curve is the line that connects these points.

4. The Individual Demand Curve The information found in a demand schedule can also be shown graphically as a downward-sloping line on a graph. Transfer the price-quantity observations in the demand schedule to the graph, and then connect the points to form the curve. Economists call this the demand curve, a graph showing the quantity demanded at each and every price that might prevail in the market.

5. Individual Demand Schedule A demand schedule is a table that lists the various quantities of a product or service that someone is willing to buy over a range of possible prices. A demand schedule is a listing that shows the various quantities demanded of a particular product at all prices that might prevail in the market at a given time.

6. Demand Curve

7. Demand Schedule and Demand Curve PriceQuantity Demanded 510 417 326 238 153

8. The Law of Demand The Law of Demand states that the quantity demanded of a good or service varies inversely with its price. –When the price goes up, quantity demanded goes down. –When the price goes down, quantity demanded goes up.

9. The Market Demand Curve A market demand curve shows the quantities demanded by everyone who is interested in purchasing the product. To get the market demand curve we add together the number of items that everyone would purchase at every possible price, and then plot them on a separate graph. The only real difference between the individual demand curve and the market demand curve is that the market demand curve shows the demand for everyone that is interested in buying the produ ct.

10. Demand and Marginal Utility We buy products for their utility- the pleasure, usefulness, or satisfaction they give us. What is your utility for the following products? (Measure your utility by the maximum amount you would be willing to pay for this product) Do we have the same utility for these goods?

11. Demand and Marginal Utility (cont.) As we use more and more of a product, we encounter the principle of diminishing marginal utility. This states that the extra satisfaction we get from using additional quantities of the product begins to diminish. Because of our diminishing satisfaction, we are not willing to pay as much for the second, third, fourth, and so on, as we did the first. Diminishing marginal utility is why our demand curve is downward-sloping.

12. Change in Quantity Demanded A change in quantity demanded is movement along the demand curve that shows a change in the quantity of the product purchased in response to a change in price. Like the principle of diminishing marginal utility, the income and substitution effects can add to our understanding of demand.

13. Change in Quantity Demanded

14. The Income Effect When prices drop, consumers pay less for the product and, as a result, have some extra rea The increase in spending is due to consumers feeling richer. If the price goes up, the opposite would happen and consumers would feel poorer. This illustrates the income effect, the change in quantity demanded because of a change in price that alters consumers’ real income

15. The Substitution Effect A lower price also means that the product would be relatively less expensive than other similar goods and services. As a result, consumers will have a tendency to replace a more costly item with a less costly one. The substitution effect is the change in quantity demanded because of the change in the relative price of the product.

16. Change in Demand Sometimes something happens to cause the demand curve itself to shift. This is known as a change in demand because people are now willing to buy different amounts of the product at the same prices. As a result, the entire demand curve shifts–to the right to show an increase in demand or to the left to show a decrease in demand for the product.

17. Changes in Demand Demand Curves can also shift in response to the following factors: – Income: changes in consumers’ income – Tastes: changes in preference or popularity of product/ service – Substitutes: products that can be used in place of other products – Compliments: products that increase the use of other products – Expectations: changes in what consumers expect to happen in the future – Number of consumers: a change in income, tastes, and prices of related products affects individual demand schedules and curves.

18. Changes in Demand Changes in any of the factors other than price causes the demand curve to shift either: Decrease in Demand shifts to the Left (Less demanded at each price) OR Increase in Demand shifts to the Right (More demanded at each price )

19. Demand Elasticity An important cause-and-effect relationship in economics is elasticity. Elasticity is a measure of responsiveness that tells us how a dependent variable such as quantity responds to a change in an independent variable such as price. Elasticity is also a very general concept that can be applied to income, the quantity of a product supplied by a firm, or to demand. Demand elasticity is the extent to which a change in price causes a change in the quantity demanded. 

20. Elastic Demand Economists say that demand is elastic when a given change in price causes a relatively larger change in quantity demanded. This type of elasticity is typical of the demand for products like fresh garden vegetables. *Because prices are lower in the summer, consumers increase the amount they purchase. *When prices are higher in the winter consumers normally buy fewer fresh vegetables and use canned products instead.

21. Inelastic Demand Inelastic demand means that a given change in price causes a relatively smaller change in the quantity demanded. *If the price of salt was cut in half, the quantity demanded would not increase by much because people can consume only so much salt. *If the price doubled, we would expect consumers to demand about the same amount because the portion of a person’s budget that is spent on salt is so small.

22. Unit Elastic Demand Sometimes demand for a product or service falls midway between elastic and inelastic. When this happens, demand is unit elastic. This means that a given change in price causes a proportional change in quantity demanded. When demand is unit elastic, the percent change in quantity roughly equals the percent change in price.

23. The Total Expenditures Test To estimate elasticity, it is useful to look at the impact of a price change on total expenditures, or the amount that consumers spend on a product at a particular price. This is sometimes called the total expenditures test. Total expenditures are found by multiplying the price of a product by the quantity demanded for any point along the demand curve. By observing the change in total expenditures when the price changes, we can test for elasticity.

24. Three Results If the changes in price and expenditures move in opposite directions, demand is elastic. If they move in the same direction, demand is inelastic. If there is no change in expenditure, demand is unit elastic. The results would be the same if the prices went up instead of down.

25. Determinants of Demand Elasticity There are three questions we can ask about a product to determine whether the demand is elastic or inelastic. (Demand is elastic if the answer to the following questions are “yes.”)

26. DETERMINANTS OF DEMAND ELASTICITY (cont) 1. Can the purchase be delayed? Some purchases cannot be delayed, regardless of price changes. 2. Are adequate substitutions available? Price changes can cause consumers to substitute one product for a similar product. 3. Does the purchase use a large portion of income? Demand elasticity can increase when a product commands a large portion of a consumer’s income.

27. Estimating the Elasticity of Demand