1. Prototype 1 Key Terms –income effect –substitution effect –change in demand –substitutes –complements –change in quantity demanded

2. Prototype 2 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. Change in Quantity Demanded

3. Prototype 3

4. 4 Income effect = the change in quantity demanded because of a change in price that alters consumers’ real income. When prices drop, consumers pay less for the product and, as a result, have some extra real income to spend. The increase in spending is due to consumers feeling richer. If the price goes up, the opposite would happen and consumers would feel poorer. The Income Effect

5. Prototype 5 Substitution effect = the change in quantity demanded because of the change in the relative price of the product. 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

6. Prototype 6 Note that whenever a change in price causes a change in quantity demanded, the change appears graphically as a movement along the demand curve.  The change in quantity demanded can be either an increase or a decrease–but in either case the demand curve itself does not shift. The Substitution Effect (cont.)

7. Prototype 7 Change in demand = People are now willing to buy different amounts of the product at the same prices. As a result, the entire demand curve shifts Right to show an increase in demand. Left to show a decrease in demand for the product. Change in Demand

8. Prototype 8 Therefore, a change in demand results in an entirely new curve. When the demand curve changes, a new schedule or curve must be constructed to reflect the new demand at all possible prices. Change in Demand (cont.)

9. Prototype 9 Change in consumer income can cause a change in demand. When your income goes up, you can afford to buy more goods and services. As incomes rise, consumers are able to buy more products at each and every price. When this happens, the demand curve shifts to the right. Consumer Income

10. Prototype 10 Exactly the opposite could happen if there was a decrease in income. The demand curve then shifts to the left, showing a decrease in demand. Consumer Income (cont.)

11. Prototype 11 Consumers do not always want the same things. Advertising, news reports, fashion trends, the introduction of new products, and even changes in the season can affect consumer tastes. If consumers want more of an item, they would buy more of it at each and every price. As a result, the demand curve shifts to the right. Consumer Tastes

12. Prototype 12 If people get tired of a product, they will buy less at each and every price, causing the demand curve to shift to the left. The development of new products can also have an effect on consumer tastes.

13. Prototype 13 A change in the price of related products can cause a change in demand. Some products are known as substitutes because they can be used in place of other products. In general, the demand for a product tends to increase if the price of its substitute goes up. The demand for a product tends to decrease if the price of its substitute goes down. Substitutes

14. Prototype 14 Other related goods are known as complements, because the use of one increases the use of the other. Personal computers and software are two complementary goods. When the price of computers decreases, consumers buy more computers and more software. If the price of computers rises, consumers would buy fewer computers and less software. Complements

15. Prototype 15 “Expectations” refers to the way people think about the future. For example, suppose that a leading maker of audio products announces a technological breakthrough that would allow more music to be recorded on a smaller disk at a lower cost than before. Even if the new product might not be available for another year, some consumers might decide to buy fewer music CDs today simply because they want to wait for a better product. Change in Expectations

16. Prototype 16 Purchasing less at each and every price would cause demand to decline, which is illustrated by a shift of the demand curve to the left. If future shortages of a product are predicted, this might cause demand to increase, which is demonstrated by a shift of the demand curve to the right. Change in Expectations (cont.)

17. Prototype 17 A change in income, tastes, and prices of related products affects individual demand schedules and curves. This in turn affects the market demand curve, which is the sum of all individual demand curves. An increase or decrease in the number of consumers can cause the market demand curve to shift. Number of Consumers