1 Ch. 4: Elasticity. Define, calculate, and explain the factors that influence the own price elasticity of demand the cross price elasticity of demand the income elasticity of demand the elasticity of supply

2 Demand for Netflix Price Quantity Demanded Total Revenue $4 $6 $8 $10

3 Price Elasticity of Demandunits-free measure of the responsiveness of the quantity demanded of a good to a change in its price, ceteris paribus.

4 Price Elasticity of Demand%DQ = DQ/Qavg = 2/10 = .2 %DP = DP/Pavg = -$1/$20 = -.05 e = .2/.05 =4

5 Price Elasticity of DemandBy using the average price and average quantity, we get the same elasticity value regardless of whether the price rises or falls. Measuring as % changes leaves the elasticity value the same (“units free”). Although the formula yields a negative value for elasticity because price and quantity move in opposite directions, we report the absolute value.

6 Demand for parking garage passesTotal Revenue Price Quantity Demanded Elasticity $4 $6 $8 $10

7 Price Elasticity of DemandInelastic and Elastic Demand if e>1: elastic if e=1: unit elastic if e<1: inelastic Shape of Perfectly inelastic demand curve (e=0) Perfectly elastic demand curve (e= infinite)

8 Price Elasticity of DemandAt prices above the mid-point of the demand curve, demand is elastic. At prices below the mid-point of the demand curve, demand is inelastic.

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10 Price Elasticity of DemandTotal Revenue and Elasticity TR=P*QD When P changes, TR could rise or fall because QD moves in opposite direction.

11 Price Elasticity of Demand%D TR = % D P + % D Q = % D P - % D P(e) = % D P(1-e) If demand is elastic (e>1), P increase  TR decreases P decrease  TR increases If demand is inelastic (e<1), P increase  TR increases P decrease  TR decreases If demand is unitary elastic, P increase or decrease  TR unchanged.

12 Price Elasticity of DemandAs P falls from $25 to $12.50, D is elastic, and TR rises. At $12.50, D is unit elastic and TR stops increasing. As P falls from $12.50 to 0, D is inelastic, and TR decreases.

13 Price Elasticity of Demand

14 Price Elasticity of DemandThe elasticity of demand for a good depends on: The number & closeness of substitutes The proportion of income spent on the good The time elapsed since a price change

15 More Elasticities of DemandCross Elasticity of Demand measures responsiveness of demand for a good to a change in the price of another good. exy= %D quantity demanded for x %D change in price of y exy > 0  substitutes exy <0  complements

16 More Elasticities of DemandIncome Elasticity of Demand measures how the quantity demanded of a good responds to a change in income, ceteris paribus. eI = %D in quantity demanded % D in income eI >0  normal good eI >1 luxury good eI <0 inferior good

17 Price Elasticity of SupplyA change in demand causes A larger change in equilibrium price if supply is supply is steeper, A smaller change in equilibrium quantity if supply is steeper.

18 Elasticity of Supply Elasticity of supplymeasures the responsiveness of the quantity supplied to a change in the price of a good when all other influences on selling plans remain the same.

19 Elasticity of Supply

20 Elasticity of Supply Factors That Influence the Elasticity of SupplyElasticity of supply for inputs The time frame for supply decisions Storage costs