Elasticity and Its Application
Elasticity and Its Application
Principles of Economics
11
ACTIVE LEARNING 1:
Answers
Use midpoint method to calculate
% change in Qd
(5000 – 3000)/4000 = 50%
% change in P
($90 – $70)/$80 = 25%
12
What determines price elasticity?
To learn the determinants of price elasticity,
we look at a series of examples.
Each compares two common goods.
In each example:
• Suppose the prices of both goods rise by 20%.
• The good for which Qd falls the most (in percent)
has the highest price elasticity of demand.
Which good is it? Why?
• What lesson does the example teach us about the
determinants of the price elasticity of demand?
D curve: P
D
vertical
P1
Consumers’
price sensitivity: P2
0
P falls Q
Elasticity: by 10% Q1
0 Q changes
by 0%
CHAPTER 5 ELASTICITY AND ITS APPLICATION 20
“Inelastic demand”
Price elasticity % change in Qd < 10%
= = <1
of demand % change in P 10%
D curve: P
relatively steep
P1
Consumers’
price sensitivity: P2
relatively low D
P falls Q
Elasticity: < 1 by 10% Q1 Q 2
Q rises less
than 10%
CHAPTER 5 ELASTICITY AND ITS APPLICATION 21
“Unit elastic demand”
Price elasticity % change in Qd 10%
= = =1
of demand % change in P 10%
D curve: P
intermediate slope
P1
Consumers’
price sensitivity: P2
intermediate D
P falls Q
Elasticity: by 10% Q1 Q2
1
Q rises by 10%
D curve: P
relatively flat
P1
Consumers’
price sensitivity: P2 D
relatively high
P falls Q
Elasticity: by 10% Q1 Q2
>1
Q rises more
than 10%
CHAPTER 5 ELASTICITY AND ITS APPLICATION 23
“Perfectly elastic demand” (the other extreme)
Price elasticity % change in Qd any %
= = = infinity
of demand % change in P 0%
D curve: P
horizontal
P2 = P1 D
Consumers’
price sensitivity:
extreme
P changes Q
Elasticity: by 0% Q1 Q2
infinity
Q changes
by any %
CHAPTER 5 ELASTICITY AND ITS APPLICATION 24
Elasticity of a Linear Demand Curve
P The slope
200% of a linear
$30 E = = 5.0
40% demand
67% curve is
20 E = = 1.0 constant,
67%
but its
40%
10 E = = 0.2 elasticity
200%
is not.
$0 Q
0 20 40 60
Revenue = P x Q
If demand is elastic,
then price elasticity. of demand > 1
% change in Q > % change in P
The fall in revenue from lower Q is greater
than the increase in revenue from higher P,
so revenue falls.
CHAPTER 5 ELASTICITY AND ITS APPLICATION 27
Price Elasticity and Total Revenue
Demand for your
Elastic demand websites increased
(elasticity = 1.8) P revenue due lost
to higher P revenue
If P = $200,
due to
Q = 12 and lower Q
$250
revenue = $2400.
$200
If P = $250, D
Q = 8 and
revenue = $2000.
When D is elastic, Q
8 12
a price increase
causes revenue to fall.
CHAPTER 5 ELASTICITY AND ITS APPLICATION 28
Price Elasticity and Total Revenue
Price elasticity Percentage change in Q
=
of demand Percentage change in P
Revenue = P x Q
If demand is inelastic, then
price elasticity of demand < 1
% change in Q < % change in P
The fall in revenue from lower Q is smaller
than the increase in revenue from higher P,
so revenue rises.
In our example, suppose that Q only falls 12 to10
& price raise $200 to $250. Then
CHAPTER 5 ELASTICITY AND ITS APPLICATION 29
Price Elasticity and Total Revenue
Now, demand is Demand for your
inelastic:
websites increased
revenue due
elasticity = 0.82 P lost in
to higher P
If P = $200, revenue
Q = 12 and due to
$250 lower Q
revenue = $2400.
If P = $250, $200
Q = 10 and D
revenue = $2500.
When D is inelastic, Q
a price increase 10 12
causes revenue to rise.
CHAPTER 5 ELASTICITY AND ITS APPLICATION 30
ACTIVE LEARNING 2:
Elasticity and expenditure/revenue
A. Pharmacies raise the price of insulin by 10%.
Does total expenditure on insulin rise or fall?
B. As a result of a farewar, the price of a luxury
cruise falls 20%.
Does luxury cruise companies’ total revenue
rise or fall?
31
ACTIVE LEARNING 2:
Answers
A. Pharmacies raise the price of insulin by 10%.
Does total expenditure on insulin rise or fall?
Expenditure = P x Q
Since demand is inelastic, Q will fall less
than 10%, so expenditure rises.
32
ACTIVE LEARNING 2:
Answers
B. As a result of a fare war, the price of a luxury
cruise falls 20%.
Does luxury cruise companies’ total revenue
rise or fall?
Revenue = P x Q
The fall in P reduces revenue,
but Q increases, which increases revenue.
Which effect is bigger?
Since demand is elastic, Q will increase more
than 20%, so revenue rises.
33
APPLICATION: Does Drug Interdiction
Increase or Decrease Drug-Related Crime?
To discourage the use of illegal drugs, the U.S. government devotes
billions of dollars each year to reducing the flow of drugs into the
country. Let’s use the tools of supply and demand to examine this policy
of drug interdiction.
Suppose the government increases the number of federal agents
devoted to the war on drugs.
What happens in the market for illegal drugs? As usual, we answer this
question in three steps. First, we consider whether the supply or
demand curve shifts. Second, we consider the direction of the shift.
Third, we see how the shift affects the equilibrium price and quantity.
Although the purpose of drug interdiction is to reduce drug use, its
direct impact is on the sellers of drugs rather than on the buyers. When
the government stops some drugs from entering the country and arrests
more smugglers, it raises the cost of selling drugs and, therefore,
reduces the quantity of drugs supplied at any given price.
CHAPTER 5 ELASTICITY AND ITS APPLICATION 34
Policy 1: Interdiction
Interdiction new value of drug-
reduces Price of related crime
the supply Drugs S2
D1
of drugs. S1
Since demand P2
for drugs is
inelastic, initial value
P1
P rises propor- of drug-
tionally more related
than Q falls. crime
P and Q fall.
P1 initial value
Result: of drug-
A decrease in P2 related
total spending crime
on drugs, and
in drug-related Q2 Q 1 Quantity
crime. of Drugs
S curve: P
S
vertical
P2
Sellers’
price sensitivity: P1
0
P rises Q
Elasticity: by 10% Q1
0
Q changes
by 0%
CHAPTER 5 ELASTICITY AND ITS APPLICATION 40
“Inelastic”
Price elasticity % change in Q < 10%
= = <1
of supply % change in P 10%
S curve: P
S
relatively steep
P2
Sellers’
price sensitivity: P1
relatively low
P rises Q
Elasticity: by 10% Q1 Q2
<1
Q rises less
than 10%
CHAPTER 5 ELASTICITY AND ITS APPLICATION 41
“Unit elastic”
Price elasticity % change in Q 10%
= = =1
of supply % change in P 10%
S curve: P
intermediate slope S
P2
Sellers’
price sensitivity: P1
intermediate
P rises Q
Elasticity: by 10% Q1 Q2
=1
Q rises
by 10%
CHAPTER 5 ELASTICITY AND ITS APPLICATION 42
“Elastic”
Price elasticity % change in Q > 10%
= = >1
of supply % change in P 10%
S curve: P
relatively flat S
P2
Sellers’
price sensitivity: P1
relatively high
P rises Q
Elasticity: by 10% Q1 Q2
>1
Q rises more
than 10%
CHAPTER 5 ELASTICITY AND ITS APPLICATION 43
“Perfectly elastic” (the other extreme)
Price elasticity % change in Q any %
= = = infinity
of supply % change in P 0%
S curve: P
horizontal
P2 = P1 S
Sellers’
price sensitivity:
extreme
P changes Q
Elasticity: by 0% Q1 Q2
infinity
Q changes
by any %
CHAPTER 5 ELASTICITY AND ITS APPLICATION 44
The Determinants of Supply Elasticity
The more easily sellers can change the quantity
they produce, the greater the price elasticity of
supply.
Example: Supply of beachfront property is
harder to vary and thus less elastic than
supply of new cars.
For many goods, price elasticity of supply is
greater in the long run than in the short run,
because firms can build new factories, or
new firms may be able to enter the market.
46
ACTIVE LEARNING 3:
Answers
Beachfront property
When supply (inelastic supply):
is inelastic, P
an increase in
demand has a D1 D2 S
bigger impact
on price than P2 B
on quantity.
P1 A
Q
Q1 Q2
47
ACTIVE LEARNING 3:
Answers
New cars
When supply (elastic supply):
is elastic, P
an increase in
demand has a D1 D2
bigger impact S
on quantity
than on price. B
P2
A
P1
Q
Q1 Q2
48
How the Price Elasticity of Supply Can Vary
P Supply often
S
elasticity becomes
$15 <1 less elastic
as Q rises,
12 due to
elasticity capacity
>1 limits.
4
$3
Q
100 200
500 525