do people care about the prices of books?

© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

Fernando & Yvonn Quijano

Prepared by:

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.

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

3 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

Elasticity: The Responsiveness of Demand and Supply

Elasticity A measure of how much one economic variable responds to changes in another economic variable.

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

4 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

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

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

5 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

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.

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

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

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

7 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

The Midpoint Formula

Price elasticity of demand =

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

8 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

Solved Problem 6-1Calculating the Price Elasticity of Demand

Learning Objective 6.1

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

9 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

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.

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

10 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

Polar Cases of Perfectly Elastic and Perfectly Inelastic Demand

Table 6-1

Summary of the Price Elasticities of Demand

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

11 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

Table 6-1

Summary of the PriceElasticities of Demand (continued)

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

12 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

Don’t Let This Happen to YOU!Don’t Confuse Inelastic with Perfectly Inelastic

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

13 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

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?

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

14 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

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?

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

15 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

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.

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

16 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

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

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

17 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

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

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

18 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

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

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

19 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

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.”

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

20 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

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.

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

21 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

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.

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

22 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

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

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

23 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

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

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

24 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

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.

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

25 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

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

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

26 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

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

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

27 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

Using Elasticity to Analyze the Disappearing Family Farm

Learning Objective 6.5

Figure 6-4

Elasticity and the Disappearing Farm

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

28 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

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%.

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

29 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

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.

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

30 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

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.

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

31 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

Learning Objective 6.6

Why Are Oil Prices So Unstable?Making

the

Connection

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

32 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

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

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

33 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

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)

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

34 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

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

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

35 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

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

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

36 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

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)

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

37 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

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)

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

38 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

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)

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

39 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

An Inside LOOK Borders Changes Its Rewards Program

Borders Slashes Buyer Rewards, Cuts Discounts

Ch

apte

r 6:

E

las

tici

ty:

Th

e R

esp

on

siv

ene

ss o

f D

eman

d a

nd

Su

pp

ly

40 of 40© 2008 Prentice Hall Business Publishing Economics R. Glenn Hubbard, Anthony Patrick O’Brien, 2e.

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