1. Do Now 1. Think back to your budget project. What items or services would you cut back on if the price suddenly went up by 50%? 2. How would a raise in price of gas from $3.75/gallon to $4.25/gallon affect your demand for gas if you had to drive yourself to work and school everyday, but could not find someone to share the ride with you?

2. What factors effect elasticity of demand? Elasticity of Demand

3. Elasticity of Demand is a measure of how consumers respond to price changes Measures how drastically buyers will cut back or increase their demand for a good when the price rises or falls

4. Elastic/Inelastic If you buy the same amount or just a little bit less of a good after a large price increase, your demand is Inelastic (price changes don’t matter) If you buy much less of a good after a small price increase, your demand is Elastic (very responsive to price changes)

5. Factors that Affect Elasticity 1. Availability of Substitutes - If there are few substitutes for a good, then even when its price rises greatly, you might still buy it – you believe there are no good alternatives: your demand is inelastic

6. Factors that Affect Elasticity 2. Relative Importance - How much of your budget do you spend on the good? The higher the jump in price, the more you will have to adjust your purchases

7. Factors that Affect Elasticity 3. Necessities v. Luxuries - a necessity is a good people will always buy, even when the price increases (demand is inelastic) ex: milk - a luxury can easily be given up (demand is elastic) ex: steak

8. Factors that Affect Elasticity 4. Change over Time - Consumers often need time to change their spending habits, because it takes time to find substitutes ex: gas

9. Elasticity and Revenue Total Revenue is the amount of money the company receives by selling its goods Determined by 2 factors: Price of goods Quantity of goods sold

10. Total Revenue & Elastic Demand When a good has an elastic demand, raising the price of each good sold by 20% can decrease the quantity sold by enough to reduce the firm’s total revenue (setting prices too high/low can hurt $$) Price of a Slice of PizzaQuantity Demanded (per day)Total Revenue $1.00300$300.00 $2.00250$500.00 $3.00200$600.00 $4.00150$600.00 $5.00100$500.00 $6.0050$300.00

11. Total Revenue & Inelastic Demand When demand is inelastic, price and total revenue move in the same direction An increase in price raises total revenue A decrease in price reduces total revenue

12. Elasticity and Revenue As the price is lowered… Total revenue rises ELASTIC DEMAND As the price is raised… Total revenue falls INELASTIC DEMAND As the price is lowered Total revenue falls As the price is raised.. Total revenue rises

13. Sum it up INELASTIC DEMANDELASTIC DEMAND Not sensitive to price change Substitutes not available Less of income spent on good Seen as necessity No time to react in the short term Very sensitive to price change Substitutes available More of income spent on good Seen as luxury Substitutes can be found in the long term Effect of a Price Change on Quantity Demanded