1. Price Elasticity of Demand  A measure of the responsiveness or sensitivity of quantity demanded to changes in the Price of a product.  When Q D is relatively unresponsive to a price change, Demand is said to be inelastic  Conversely, Demand is said to be elastic when it is relatively responsive to a price change

2. Qualities That Affect Elasticity of Demand  Proportion of Income spent on the product  Availablity of close SUBSTITUTES  Importance of the good-Luxury or necessity. Is it habit forming?  ability to Delay the purchase or adjust purchasing behavior-Time

3. ELASTICITY COEFFICIENTS  Percentage vs. absolute numbers  The changes in Q D and in P are comparisons of consumer responsiveness to price changes of different products  Absolute value (because P and Q D are inversely related)

4. Summarizing Price Elasticity of Demand Elasticity coefficient TermDescriptionImpact on Total Revenue Price Increase Price Decrease Greater than 1 Є d > 1 ElasticQ D changes by a larger % than does price TR decreases TR increases Equal to 1 Є d = 1 Unit ElasticQ D changes by the same % as does the price TR is unchanged Less than 1 Є d < 1 InelasticQ D changes by a smaller % than does price TR increases TR Decreases

5. Supply and Demand Elasticities and Government-Set Prices

7. Midpoint Formula  A midpoint formula calculates price elasticity across a price and quantity range to overcome the problem of selecting the reference points for price and quantity. In this formula, the average of the quantities and the average of the two prices are used as reference points

8. Note several points about the graph of the demand curve and price elasticity of demand  Not the same at all prices. Typically D is elastic at higher prices and inelastic at lower prices  Cannot be judged from the slope of the D curve

9. Total Revenue Test – How does TR change when price changes? 1.elastic-a decrease in price will increase TR and an increase in price will decrease TR 2.inelastic-a decrease in price will decrease TR and an increase in price will increase TR 3.unit elastic-an increase or decrease in price will not affect TR

11. PRICE ELASTICITY OF SUPPLY  Measures the sensitivity of Quantity Supplied (Q s ) to changes in the price of a product  general and mid-point formula are similar to those for the price elasticity of D. (Q s replaces Q D )  Depends primarily on the amount of times sellers have to adjust to a price change

12. Supply tends to be more price inelastic in the short run than the long run  short run-a period of time in which producers are able to change the quantities of some but not all of the resources they employ. Some fixed cost and some variable costs.  long run-a period of time long enough to allow producers to change the quantities of all the resources they employ. All costs are variable, none are fixed.

13. Price Elasticity of Supply

14.  14  The percentage change in the quantity demanded of one commodity resulting from a 1 percent change in price of another commodity  What is Cross Elasticity of Demand?

15.  15 E c = %  Quantity of X % Price of Y  Cross Elasticity of Demand

16. E c  If E c negative - complements (steak & steak sauce) E c  If E c positive - substitutes (butter & margarine) E c  Unrelated goods should have a E c close to zero

17. Applications  Businesses concerned with cannibalization of various products A low cross elasticity indicates 2 products (Coke/Sprite)are weak substitutes. Lowering the price of Sprite, thus increasing sales won’t impact Coke sales.  Government uses the concept in analyzing the impact of a merger and consequently the impact on competition. A high cross elasticity would indicate strong substitute, thus possibly reducing competition

18.  The ratio of the percentage change in quantity demanded to the percentage change in income  What is Income Elasticity of Demand?

19. E i = %  Quantity D % Income E i > 0 Normal goods E i < 0 Inferior goods E i > 1 Luxury goods 0 < E i < 1 Necessities

20. What is a Price Ceiling? below the market  A maximum price set by government below the market generated equilibrium price

22. Price Ceilings  Messing with the markets by the man.  PCs set by the government prevents the guiding/rationing function of prices in a market system.  It creates a shortage at the government set price.

23.  Another rationing method must be found, so government often steps in and establishes one, excluding others in the process.  Create illegal markets for those who want to buy/sell outside of the gov’t set price  examples: rent control, interest rate limits

24. What is a Price Floor? above the market  A minimum price set by government above the market equilibrium price

26.  Creates a surplus at the fixed price  Distorts the market, governments then have to figure out how to deal with the surplus  Many agricultural products, minimum wage

27.  government interference with markets is controversial and always entails tradeoffs.  Rationing schemes must be devised to handle the shortages or special programs to shift demand or supply must be implemented.  The intervention imposes costs on some groups and benefits other groups.  Many unintended consequences or side effects