do people care about the prices of books?
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Do People Care about the Prices of Books?. Learning Objectives. In 2006, U.S. consumers spent almost $54 billion to buy 3.2 billion copies of new printed books. Elasticity: The Responsiveness of Demand and Supply. - PowerPoint PPT PresentationTRANSCRIPT
© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.
Fernando & Yvonn Quijano
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Chapter
6
Elasticity: The Responsiveness of Demand and Supply
2 of 29© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.
Do People Care about the Prices of Books?
6.1 Define the price elasticity of demand and understand how to measure it.
6.2 Understand the determinants of the price elasticity of demand.
6.3 Understand the relationship between the price elasticity of demand and total revenue.
6..4 Define the cross-price elasticity of demand and the income elasticity of demand, and understand their determinants and how they are measured.
6.5 Use price elasticity and income elasticity to analyze economic issues.
6.6 Define the price elasticity of supply and understand its main determinants and how it is measured.
Learning Objectives
In 2006, U.S. consumers spent almost $54 billion to buy 3.2 billion copies of new printed books.
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Elasticity: The Responsiveness of Demand and Supply
Elasticity A measure of how much one economic variable responds to changes in another economic variable.
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Price elasticity of demand The responsiveness of the quantity demanded to a change in price, measured by dividing the percentage change in the quantity demanded of a product by the percentage change in the product’s price.
The Price Elasticity of Demand and Its Measurement
Learning Objective 6.1
Measuring the Price Elasticity of Demand
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Elastic demand Demand is elastic when the percentage change in quantity demanded is greater than the percentage change in price, so the price elasticity is greater than 1 in absolute value.
The Price Elasticity of Demand and Its Measurement
Learning Objective 6.1
Inelastic demand Demand is inelastic when the percentage change in quantity demanded is less than the percentage change in price, so the price elasticity is less than 1 in absolute value.
Elastic Demand and Inelastic Demand
Unit-elastic demand Demand is unit-elastic when the percentage change in quantity demanded is equal to the percentage change in price, so the price elasticity is equal to 1 in absolute value.
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6 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.
The Price Elasticity of Demand and Its Measurement
Learning Objective 6.1
An Example of Computing Price Elasticities
FIGURE 6-1
Elastic and Inelastic Demand Curves
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The Price Elasticity of Demand and Its Measurement
Learning Objective 6.1
The Midpoint Formula
Price elasticity of demand =
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Solved Problem 6-1Calculating the Price Elasticity of Demand
Learning Objective 6.1
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The Price Elasticity of Demand and Its Measurement
Learning Objective 6.1
When Demand Curves Intersect, the Flatter Curve Is More Elastic
Polar Cases of Perfectly Elastic and Perfectly Inelastic Demand
Perfectly inelastic demand The case where the quantity demanded is completely unresponsive to price, and the price elasticity of demand equals zero.
Perfectly elastic demand The case where the quantity demanded is infinitely responsive to price, and the price elasticity of demand equals infinity.
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The Price Elasticity of Demand and Its Measurement
Learning Objective 6.1
Polar Cases of Perfectly Elastic and Perfectly Inelastic Demand
Table 6-1
Summary of the Price Elasticities of Demand
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The Price Elasticity of Demand and Its Measurement
Learning Objective 6.1
Table 6-1
Summary of the PriceElasticities of Demand (continued)
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The Price Elasticity of Demand and Its Measurement
Learning Objective 6.1
Don’t Let This Happen to YOU!Don’t Confuse Inelastic with Perfectly Inelastic
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The Determinants of the Price Elasticity of Demand
Learning Objective 6.2
• Availability of Close Substitutes
• Passage of Time
• Luxuries versus Necessities
• Definition of the Market
• Share of a Good in a Consumer’s Budget
The key determinants of the price elasticity of demand are as follows:
Is the Demand for Books Perfectly Inelastic?
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Learning Objective 6.2
CEREALPRICE ELASTICITY
OF DEMAND
Post Raisin Bran -2.5
All family breakfast cereals -1.8
All types of breakfast cereals -0.9
The Price Elasticity of Demand for Breakfast Cereal
Makingthe
Connection
What happens when the price of raisin bran increases?
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The Relationship between Price Elasticity of Demand and Total Revenue
Learning Objective 6.3
Total revenue The total amount of funds received by a seller of a good or service, calculated by multiplying price per unit by the number of units sold.
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The Relationship between Price Elasticity of Demand and Total Revenue
Learning Objective 6.3
Figure 6-2
The Relationship between Price Elasticity and Total Revenue
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Learning Objective 6.3
Table 6-2
The Relationship between Price Elasticity and Revenue
IF DEMAND IS . . . THEN . . . BECAUSE . . .
elastican increase in price reduces revenue
the decrease in quantity demanded is proportionally greater than the increase in price.
elastica decrease in price increases revenue
the increase in quantity demanded is proportionally greater than the decrease in price.
inelastican increase in price increases revenue
the decrease in quantity demanded is proportionally smaller than the increase in price.
inelastica decrease in price reduces revenue
the increase in quantity demanded is proportionally smaller than the decrease in price.
unit-elastican increase in price does not affect revenue
the decrease in quantity demanded is proportionally the same as the increase in price.
unit-elastica decrease in price does not affect revenue
the increase in quantity demanded is proportionally the same as the decrease in price.
The Relationship between Price Elasticity of Demand and Total Revenue
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Learning Objective 6.3
Elasticity and Revenue with a Linear Demand Curve
The Relationship between Price Elasticity of Demand and Total Revenue
Figure 6-3
Elasticity Is Not Constant Along a Linear Demand Curve
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Solved Problem 6-3Price and Revenue Don’t Always Move in the Same Direction
Learning Objective 6.3
Briefly explain whether you agree or disagree with the following statement:
“The only way to increase the revenue from selling a product is to increase the product’s price.”
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Learning Objective 6.3
Estimating Price Elasticity of Demand
The Relationship between Price Elasticity of Demand and Total Revenue
To estimate the price elasticity of demand, economists need to know the demand curve for a product.
To calculate the price elasticity of demand for new products, firms often rely on market experiments.
With market experiments, firms try different prices and observe the change in quantity demanded that results.
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Learning Objective 6.3
Determining the Price Elasticity of Demand for DVDs by Market Experiment
Makingthe
Connection
FILM DVD PRICE VHS PRICE
Rugrats in Paris $22.46 $22.99
The Mummy Returns 26.98 22.98
Miss Congeniality 16.69 22.98
The Perfect Storm 24.98 22.99
When DVDs were first introduced, the movie studios were uncertain about their price elasticity of demand.
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Cross-price elasticity of demand The percentage change in quantity demanded of one good divided by the percentage change in the price of another good.
Other Demand Elasticities
Learning Objective 6.4
Cross-Price Elasticity of Demand
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Other Demand Elasticities
Cross-Price Elasticity of Demand
Learning Objective 6.4
IF THEPRODUCTS ARE . . .
THEN THE CROSS-PRICE ELASTICITY OF DEMAND WILL BE. … EXAMPLE
substitutes positive Two brands of digital music players
complements negative Digital music players and song downloads from online music stores
unrelated zero Digital music players and peanut butter
Table 6-3
Summary of Cross-Price Elasticity of Demand
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Other Demand Elasticities
Income Elasticity of Demand
Learning Objective 6.4
Income elasticity of demand A measure of the responsiveness of quantity demanded to changes in income, measured by the percentage change in quantity demanded divided by the percentage change in income.
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Other Demand Elasticities
Income Elasticity of Demand
Learning Objective 6.4
IF THE INCOME ELASTICITYOF DEMAND IS . . . THEN THE GOOD IS . . . EXAMPLE
positive, but less than 1 normal and a necessity Milk
positive and greater than 1 normal and a luxury Caviar
negative inferior High-fat Meat
Table 6-4
Summary of Income Elasticity of Demand
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Learning Objective 6.4
Price Elasticity, Cross-Price Elasticity, and Income Elasticity in the Market for Alcoholic Beverages
Makingthe
Connection
Price elasticity of demand for beer -0.23
Cross-price elasticity of demand between beer and wine 0.31
Cross-price elasticity of demand between beer and spirits 0.15
Income elasticity of demand for beer -0.09
Income elasticity of demand for wine 5.03
Income elasticity of demand for spirits 1.21
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Using Elasticity to Analyze the Disappearing Family Farm
Learning Objective 6.5
Figure 6-4
Elasticity and the Disappearing Farm
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Solved Problem 6-5Using Price Elasticity to Analyze Policy toward Illegal Drugs
Learning Objective 6.5
Verify that the percentage change in quantity demanded is 1.9%.
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The Price Elasticity of Supply and Its Measurement
Measuring the Price Elasticity of Supply
Learning Objective 6.6
Price elasticity of supply The responsiveness of the quantity supplied to a change in price, measured by dividing the percentage change in the quantity supplied of a product by the percentage change in the product’s price.
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The Price Elasticity of Supply and Its Measurement
Determinants of the Price Elasticity of Supply
Learning Objective 6.6
Whether supply is elastic or inelastic depends on the ability and willingness of firms to alter the quantity they produce as price increases.
Often, firms have difficulty increasing the quantity of the product they supply during any short period of time.
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Learning Objective 6.6
Why Are Oil Prices So Unstable?Making
the
Connection
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The Price Elasticity of Supply and Its Measurement
Polar Cases of Perfectly Elastic and Perfectly Inelastic Supply
Learning Objective 6.6
Table 6-5
Summary of the PriceElasticities of Supply
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The Price Elasticity of Supply and Its Measurement
Polar Cases of Perfectly Elastic and Perfectly Inelastic Supply
Learning Objective 6.6
Table 6-5
Summary of the PriceElasticities of Supply (continued)
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The Price Elasticity of Supply and Its Measurement
Using Price Elasticity of Supply to Predict Changes in Price
Learning Objective 6.6
Figure 6-5
Changes in Price Depend on the Price Elasticity of Supply
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The Price Elasticity of Supply and Its Measurement
Using Price Elasticity of Supply to Predict Changes in Price
Learning Objective 6.6
Table 6-6
Summary of Elasticities
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The Price Elasticity of Supply and Its Measurement
Using Price Elasticity of Supply to Predict Changes in Price
Learning Objective 6.6
Table 6-6
Summary of Elasticities (continued)
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The Price Elasticity of Supply and Its Measurement
Using Price Elasticity of Supply to Predict Changes in Price
Learning Objective 6.6
Table 6-6
Summary of Elasticities (continued)
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The Price Elasticity of Supply and Its Measurement
Using Price Elasticity of Supply to Predict Changes in Price
Learning Objective 6.6
Table 6-6
Summary of Elasticities (continued)
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An Inside LOOK Borders Changes Its Rewards Program
Borders Slashes Buyer Rewards, Cuts Discounts
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Cross-price elasticity of demand
Elastic demand
Elasticity
Income elasticity of demand
Inelastic demand
Perfectly elastic demand
Perfectly inelastic demand
Price elasticity of demand
Price elasticity of supply
Total revenue
Unit-elastic demand
K e y T e r m s