1. Chapter 4- Demand

2. Section 1: Understanding Demand 2/11/2016 2 What is the law of demand? How do the substitution effect and income effect influence decisions? What is a demand schedule? What is a demand curve? Ch 4.1

3. What is Demand? 2/11/2016 3 Demand is the willingness and the ability to consume a good or service. Ch 4.1

4. What Is the Law of Demand? 2/11/2016 4 The law of demand - consumers buy more when price decreases and less when price increases. Ch 4.1

5. What Is the Law of Demand? 2/11/2016 5 The law of demand is the result of two separate behavior patterns, the substitution effect and the income effect. Describes different ways a consumer can change spending patterns for other goods. Ch 4.1

6. The Substitution Effect and Income Effect 2/11/2016 6 The Substitution Effect The substitution effect occurs when consumers react to an increase in a good’s price by consuming less of that good and more of other goods. Ch 4.1

7. The Substitution Effect and Income Effect 2/11/2016 7 The Income Effect The income effect happens when a person changes his or her consumption of goods and services as a result of a change in real income. Ch 4.1

8. The Demand Schedule 2/11/2016 8 A demand schedule is a table that lists the quantity of a good a person will buy at each different price. Ch 4.1

9. The Demand Schedule 2/11/2016 9 A market demand schedule is a table that lists the quantity of a good all consumers in a market will buy at each different price. Ch 4.1

10. The Demand Curve A demand curve is a graphical representation of a demand schedule. When reading a demand curve, assume all outside factors, such as income, are held constant (Ceteris paribus) 2/11/201610 Ch 4.1

11. The Demand Curve 2/11/201611 Market Demand Curve 3.00 2.50 2.00 1.50 1.00.50 0 050100150 200250 300 350 Slices of pizza per day Price per slice (in dollars) Demand Ch 4.1

12. Section 2: Shifts of the Demand Curve 2/11/2016 12 What is the difference between a change in quantity demanded and a shift in the demand curve? What factors can cause shifts in the demand curve? How does the change in the price of one good affect the demand for a related good? Ch 4.2

13. Shifts in Demand 2/11/2016 13 A demand curve is accurate only as long as the ceteris paribus assumption is true. When assumption is dropped, movement no longer occurs along the demand curve, the entire demand curve shifts. Ch 4.2

14. What Causes a Shift in Demand? 2/11/2016 14 Change in demand: 1. Income A normal good is a good that consumers demand more of when their incomes increase. Ch 4.2 Examples???

15. What Causes a Shift in Demand? 2/11/2016 15 Change in demand: An inferior good is a good that consumers demand less of when their income increases. Ch 4.2 Examples???

16. What Causes a Shift in Demand? 2/11/2016 16 Change in demand: 2. Consumer Expectations Whether or not we expect a good to increase or decrease in price in the future greatly affects our demand for that good today. Ch 4.2

17. What Causes a Shift in Demand? 2/11/2016 17 Change in demand: 3. Population Changes in the size of the population also affects the demand for most products. Ch 4.2

18. What Causes a Shift in Demand? 2/11/2016 18 Change in demand: 4. Consumer Tastes and Advertising Advertising plays an important role in many trends and therefore influences demand. Ch 4.2

19. What Causes a Shift in Demand? 2/11/2016 19 Review Name some factors that cause changes in demand. Ch 4.2

20. Prices of Related Goods 2/11/2016 20 Complements are two goods that are bought and used together. The demand curve for one good can be affected by a change in the demand for another good. Ch 4.2

21. Prices of Related Goods 2/11/2016 21 Substitutes are goods used in place of one another. Ch 4.2

22. Section 3: Elasticity of Demand 2/11/2016 22 What is elasticity of demand? How can a demand schedule and demand curve be used to determine elasticity of demand? What factors affect elasticity? How do firms use elasticity and revenue to make decisions? Ch 4.3

23. What Is Elasticity of Demand? 2/11/2016 23 Elasticity of demand is a measure of how consumers react to a change in price. Ch 4.3

24. What Is Elasticity of Demand? 2/11/2016 24 Demand for a good that consumers will continue to buy despite a price increase is inelastic. Inelastic demand is like bubble gum and you can stretch and stretch but no matter what the price is, people will pay it Demand for a good that is very sensitive to changes in price is elastic. elastic demand is like a rubber band where if you stretch the price too much, people will stop buying and it snaps back Ch 4.3

25. Calculating Elasticity 2/11/2016 25 Elasticity is determined using the following formula: Elasticity = % change in quantity demanded % change in price % change = Original no. – New no. Original number x 100 Ch 4.3

26. Elastic Demand 2/11/2016 26 If demand is elastic, a small change in price leads to a relatively large change in the quantity demanded. Follow this demand curve from left to right. Pri ce Quantit y $7 $6 $5 $4 $3 $2 $1 Elastic Demand 0 51015202530 Demand The price decreases from $4 to $3, a decrease of 25 percent. $4 – $3 $4 x 100 = 25 The quantity demanded increases from 10 to 20. This is an increase of 100 percent. 10 – 20 10 x 100 = 100 Elasticity of demand is equal to 4.0. Elasticity is greater than 1, so demand is elastic. In this example, a small decrease in price caused a large increase in the quantity demanded. 100% 25% = 4.0 Ch 4.3

27. Inelastic Demand 2/11/2016 27 Price Quantity $7 $6 $5 $4 $3 $2 $1 Inelastic Demand 0 51015202530 Demand If demand is inelastic, consumers are not very responsive to changes in price. A decrease in price will lead to only a small change in quantity demanded, or perhaps no change at all. Follow this demand curve from left to right as the price decreases sharply from $6 to $2. The price decreases from $6 to $2, a decrease of about 67 percent. $6 – $2 $6 x 100 = 67The quantity demanded increases from 10 to 15, an increase of 50 percent. 10 – 15 10 x 100 = 50 Elasticity of demand is about 0.75. The elasticity is less than 1, so demand for this good is inelastic. The increase in quantity demanded is small compared to the decrease in price. 50% 67% = 0.75 Ch 4.3

28. Factors Affecting Elasticity 2/11/2016 28 Factors that affect the elasticity of demand 1. Availability of Substitutes If there are few substitutes for a good, then demand will not likely decrease as price increases. The opposite is also usually true. Ch 4.3

29. Factors Affecting Elasticity 2/11/2016 29 Factors that affect the elasticity of demand 2. Relative Importance How much of your budget you spend on the good? Ch 4.3

30. Factors Affecting Elasticity 2/11/2016 30 Factors that affect the elasticity of demand 3. Necessities versus Luxuries Whether a person considers a good to be a necessity or a luxury has a great impact on the good’s elasticity of demand for that person. Ch 4.3

31. Factors Affecting Elasticity 2/11/2016 31 Factors that affect the elasticity of demand 4. Change over Time Demand sometimes becomes more elastic over time because people can eventually find substitutes. Ch 4.3

32. Elasticity and Revenue 2/11/2016 32 A company’s total revenue is the total amount of money the company receives from selling its goods or services. The elasticity of demand determines how a change in prices will affect a firm’s total revenue or income. Ch 4.3

33. Elasticity and Revenue 2/11/2016 33 Firms need to be aware of the elasticity of demand for the good or service they are providing. If a good has an elastic demand, raising prices may actually decrease the firm’s total revenue. Ch 4.3