1. Demand Curve Basics Unit 6: Consumers and Demand

2. I. Demand demand – the amount of a good that people are willing and able to purchase at every possible price economists differentiate between demand and quantity demanded quantity demanded – the amount of a good that people are willing and able to purchase at a specific price Example: white wine either way it is expressed, it is a relationship between two variables, price (P) and quantity (Q): – price is the independent variable – quantity is the dependent variable

3. II. Law of Demand law of demand – the quantity demanded of a good increases as price falls and decreases as price rises there is an inverse relationship between price and quantity: Price↓, Quantity↑ Price↑, Quantity↓ for the law of demand to be true, the following assumptions are made: 1.good must be well defined 2.must be willingness and ability to purchase 3.particular time period must be specified 4.only price can change, everything else must be held constant

4. III. Demand Schedule demand schedule – a table, chart, or list of the prices and corresponding quantities demanded for a good Your Demand Schedule for Pizza CombinationPrice per Slice Quantity Demanded per Day (# of Slices) A$31 B$22 C$13

5. IV. Demand Curve

7. V. Individual Demand vs. Market Demand market demand – the sum of every consumer’s demand note that each individual can have a different demand for the same good Market Demand Schedule for Pizza CombinationPrice per Slice Your Quantity Demanded per Day (# of Slices) My Quantity Demanded per Day (# of Slices) Market Quantity Demanded per Day (# of Slices) A$31.51.5 B$2213 C$131.54.5

9. VI. Changes in Quantity Demanded vs. Changes in Demand if price is the only variable that changes, then we say there is a change in the quantity demanded and there will be movement along the demand curve as price falls from $2 to $1, then the quantity demanded increases from 2 to 3 and there is movement down the demand curve (B ↘ C) as price rises from $2 to $3, then the quantity demanded decreases from 2 to 1 and there is movement up the demand curve (A ↖ B)

11. if price remains constant, but other variables that affect demand change, then we say there is a change in demand and there will be a shift of the demand curve there will be a change in the quantity demanded at every possible price as income rises, then the quantity demanded increases at every possible price and the demand curve shifts rightward (Original Demand → Demand with Higher Income) as income falls, then the quantity demanded decreases at every possible price and the demand curve shifts leftward (Demand with Lower Income ← Original Demand)

13. VII. Determinants of Demand other factors that affect demand besides price are known as determinants of demand: 1.income relationship between income and demand depends on type of good: – direct relationship between income and demand for normal goods (NG): Income ↑, Demand NG ↑, Shift → Income ↓, Demand NG ↓, Shift ← Example: – inverse relationship between income and demand for inferior goods (IG): Income ↑, Demand IG ↓, Shift ← Income ↓, Demand IG ↑, Shift → Example:

14. 2.tastes demand obviously depends on tastes for that and other goods 3.prices of related goods relationship between price of related goods and demand depends on type of goods: – direct relationship between price of substitute goods (SG) and demand for original good (OG): Price SG ↑, Demand OG ↑, Shift → Price SG ↓, Demand OG ↓, Shift ← Example: – inverse relationship between price of complimentary goods (CG) and demand for original good (OG): Price CG ↑, Demand OG ↓, Shift ← Price CG ↓, Demand OG ↑, Shift → Example:

15. 4.expectations expectations about future events, such as price of good and income affect demand today 5.number of buyers direct relationship between number of buyers and market demand for a good Number of Buyers ↑, Market Demand ↑ Number of Buyers ↓, Market Demand ↓

16. The Downward (Negative) Slope of the Demand Curve Unit 6: Consumers and Demand

17. I. Goal of Consumers goal of consumers in an economy is to maximize utility utility – satisfaction theoretically measured in units called utils

18. II. Marginal vs. Total Utility

19. III. Man vs. Food Utility

20. IV. Law of Diminishing Marginal Utility law of diminishing marginal utility – the marginal utility of a product declines as more of it is consumed in a given time period law holds true for most products

21. V. Relationship between Marginal and Total Utility as long as marginal utility is positive, your total utility will increase as long as you are getting utility from consuming each incremental unit of a good, total utility will increase…but at a decreasing rate, because you will be getting less and less utility per unit as you consume more and more units eventually you will reach a point where it literally hurts you to consume another unit and you will experience negative marginal utility this will cause your total utility to begin to decrease…it will take away from the utility you have already experienced consumers want to consume at maximum total utility

22. VI. Marginal Utility and Shape of Demand Curve Consume 1 st Slice: – TU = $3 – MU = $3 Consume 2 nd Slice: – TU = $4 – MU = $1 – We will “demand” to only pay $2/slice if you want us to consume both slices (the average of both marginal utilities) Consume 3 rd Slice – TU = $3 – MU = -$1 – We will demand to only pay $1/slice if you want us to consume all 3 slices (the average of all 3 marginal utilities)

23. law of diminishing marginal utility partially explains the downward slope of demand curve we demand to pay a lower average price the more units of a good we consume

24. Price Elasticity of Demand Unit 6: Consumers and Demand

25. I. Background WE KNOW: P↓ Q↑ and P↑ Q↓ WE WANT TO KNOW: How much will quantity change given price changes, and how will this affect total revenue Total Revenue = Price X Quantity TR = P X Q IF: Quantity changes in proportion to price, there will be no effect on total revenue BUT: This rarely happens because of the concept of price elasticity

26. II. Price Elasticity of Demand Formula

28. III. Price Elasticity of Demand Example The price of pizza drops from $15 to $10 and the quantity demanded rises from 1 to 2. What is the price elasticity of pizza?

29. Q:What do these numbers mean? A:Quantity demanded (numerator) rises 67% given a 40% drop in price (denominator) OR Quantity demanded rises 1.68 times (or 168%) faster than price drops

30. + and –’s in the numerator and denominator, all the + and – tell us is whether the quantity and price is rising (+) or falling (-) in the final value for E, all the + and – tell us, is relationship between the two variables with price elasticity, the E will always be – because of the inverse relationship between price and quantity you can leave the negative off the final answer, since it’s a rate of change, not an absolute number

31. IV. Types of Elasticities of Demand E > 1:Elastic Good Sensitive to price changes 10% drop in price yields a 20% rise in quantity demanded E < 1:Inelastic Good Insensitive to price changes 10% drop in price yields a 5% rise in quantity demanded E = 1:Unitary Elastic Good Proportional to price changes 10% drop in price yields a 10% rise in quantity demanded

32. V. Effects of Price Elasticity on Total Revenue Elastic Goods (E>1): P ↓ TR ↑ P ↑ TR ↓ Inelastic Goods (E<1): P ↓ TR ↓ P ↑ TR ↑ Unitary Elastic Goods (E=1): P ↓ TR → P ↑ TR →

33. Factors that Affect Price Elasticity and Other Elasticities Unit 6: Consumers and Demand

34. I. Determinants of Price Elasticity of Demand 1.Availability and Closeness of Substitute Products If substitute products are available, then demand for the original product tends to be price elastic Example: Lincoln MKZ – 10% price increase yields a 20% decrease in the quantity demanded If substitute products are not available, then demand for the original product tends to be price inelastic Example: Prescription Drugs – 10% price increase yields a 0% drop in the quantity demanded

35. 2.Proportion of Income If the product costs a large proportion of income, then demand tends to be elastic Example: Houses – 10% price increase in homes yields a 20% decrease in the quantity demanded If the product costs a small proportion of income, then demand tends to be inelastic Example: Bicycle - 10% price increase yields a 5% decrease in the quantity demanded

36. 3.Luxuries vs. Necessities If a product is a luxury, then demand tends to be elastic Example: Lobster – 10% price increase yields a 20% decrease in the quantity demanded If a product is a necessity, then demand tends to be inelastic Example: Insulin – 10% price increase yields a 0% decrease in the quantity demanded

37. 4.Short-run vs. Long-run In the short-run, demand tends to be inelastic In the long-run, demand tends to be elastic Example: gasoline prices increase –Demand will not decrease in the short-run because consumers cannot immediately buy a more fuel-efficient car –Demand may decrease in the long-run because consumers will have had time to purchase a more fuel- efficient car

38. 5.Definition of the Market narrowly defined markets or goods tend to be more elastic, because close substitutes are available ex. market for heinz mustard tends to elastic broadly defined markets or goods tend to be more inelastic, because close substitutes are not available ex. market for food tends to be inelastic

39. II. Other Elasticities of Demand elasticities of demand can be calculated not only for price, but for any variable that affects demand the dependent variable (%ΔQ) will always be the numerator, and the independent variable will always be the denominator some common ones:

41. 2.Cross-price Elasticity of Demand (CPE) –measure how much demand changes for an original good given changes in prices of related goods –whether CPE is + or - depends on type of goods: CPE tends to be + for substitute goods (direct relationship between Q OG and P SG ) CPE tends to be – for complimentary goods (inverse relationship between Q OG and P CG )