Elasticity and its Application

ELASTICITY AND ITS APPLICATION 1

Rice, food, Expensive furniture, car,
gold, blue jeans, clothing, insulin,
Salt, potato, vegetable. Drug,
cigarette, tea, sugar, flat, public
transport,

ELASTICITY AND ITS APPLICATION 2

A scenario…
You design websites for local businesses.
You charge $200 per website,
and currently sell 12 websites per month.
Your costs are rising
(including the opportunity cost of your time),
so you consider raising the price to $250.
The law of demand says that you won’t sell as many
websites if you raise your price.
How many fewer websites? How much will your
revenue fall, or might it increase?

3
In this chapter,
look for the answers to these questions:
What is elasticity? What kinds of issues can
elasticity help us understand?
What is the price elasticity of demand?
How is it related to the demand curve?
How is it related to revenue & expenditure?
What is the price elasticity of supply?
How is it related to the supply curve?
What are the income and cross-price elasticities of
demand?

4
Elasticity
Basic idea:
Elasticity measures how much one variable responds
to changes in another variable.
One type of elasticity measures how much demand for
your websites will fall if you raise your price.
Definition:
Elasticity is a numerical measure of the
responsiveness of Qd or Qs to one of its
determinants.

ELASTICITY AND ITS APPLICATION 5

Price Elasticity of Demand
Price elasticity Percentage change in Qd
=
of demand Percentage change in P

Price elasticity of demand measures how much Qd

responds to a change in P.

 Loosely speaking, it measures the price-

sensitivity of buyers’ demand.

ELASTICITY AND ITS APPLICATION 6

Price Elasticity of Demand
Price elasticity Percentage change in Qd
=
of demand Percentage change in P
P
Example:
P rises
Price elasticity P2
by 10%
of demand P1
equals D
15% Q
= 1.5 Q2 Q1
10%
Q falls
by 15%
ELASTICITY AND ITS APPLICATION 7
Price Elasticity of Demand
Price elasticity Percentage change in Qd
=
of demand Percentage change in P
P
Along a D curve, P and Q
move in opposite directions, P2
which would make price
elasticity negative. P1

We will drop the minus sign D

and report all price elasticities Q
as Q2 Q1
positive numbers.

ELASTICITY AND ITS APPLICATION 8

 Calculating Percentage Changes
Standard method
of computing the
Demand for percentage (%) change:
your websites
P end value – start value
x 100%
start value
B
$250
A Going from A to B,
$200
the % change in P equals
D
($250–$200)/$200 = 25%
Q
8 12

ELASTICITY AND ITS APPLICATION 9

 Calculating Percentage Changes
Problem:
Demand for The standard method gives
your websites different answers depending
on where you start.
P
From A to B,
B P rises 25%, Q falls 33%,
$250
A elasticity = 33/25 = 1.33
$200
D From B to A,
P falls 20%, Q rises 50%,
Q
8 12 elasticity = 50/20 = 2.50

ELASTICITY AND ITS APPLICATION 10

 Calculating Percentage Changes
 So, we instead use the midpoint method:

end value – start value

x 100%
midpoint
 The midpoint is the number halfway between
the start & end values, the average of those
values.
 It doesn’t matter which value you use as the
“start” and which as the “end” – you get the
same answer either way!

ELASTICITY AND ITS APPLICATION 11

 Calculating Percentage Changes
Using the midpoint method, the % change
in P equals
$250 – $200
x 100% = 22.2%
$225
 The % change in Q equals
12 – 8
x 100% = 40.0%
10
 The price elasticity of demand equals
40/22.2 = 1.8

ELASTICITY AND ITS APPLICATION 12

ACTIVE LEARNING 1
Calculate an elasticity
Use the following
information to
calculate the
price elasticity
of demand
for hotel rooms:

if P = $70, Qd = 5000

if P = $90, Qd = 3000

13
ACTIVE LEARNING 1
Answers
Use midpoint method to calculate
% change in Qd
(5000 – 3000)/4000 = 50%

% change in P
($90 – $70)/$80 = 25%

The price elasticity of demand equals

50%
= 2.0
25%
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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?

ELASTICITY AND ITS APPLICATION 15

EXAMPLE 1:
Bread for breakfast vs. Sunscreen
 The prices of both of these goods rise by 20%.
For which good does Qd drop the most? Why?
Breakfast cereal has close substitutes
(e.g., pancakes, rice, noodles, pizza),
so buyers can easily switch if the price rises.
Sunscreen has no close substitutes,
so consumers would probably not
buy much less if its price rises.
 Lesson: Price elasticity is higher when close
substitutes are available.

ELASTICITY AND ITS APPLICATION 16

EXAMPLE 2:
“Blue Jeans” vs. “Clothing”
 The prices of both goods rise by 20%.
For which good does Qd drop the most? Why?
For a narrowly defined good such as
blue jeans, there are many substitutes
(khakis, shorts, Speedos).
There are fewer substitutes available for broadly defined
goods.
(There aren’t too many substitutes for clothing,
other than living in a nudist colony.)
 Lesson: Price elasticity is higher for narrowly
defined goods than broadly defined ones.

ELASTICITY AND ITS APPLICATION 17

EXAMPLE 3:
Insulin vs. Caribbean Cruises
 The prices of both of these goods rise by 20%.
For which good does Qd drop the most? Why?
To millions of diabetics patients, insulin is a necessity.
A rise in its price would cause little or no decrease in
demand.
A cruise is a luxury. If the price rises, some people will
forego it.
 Lesson: Price elasticity is higher for luxuries
than for necessities.

ELASTICITY AND ITS APPLICATION 18

EXAMPLE 4:
Gasoline in the Short Run vs. Gasoline in the Long
Run
 The price of gasoline rises 20%. Does Qd drop more
in the short run or the long run? Why?
There’s not much people can do in the
short run, other than ride the bus or carpool.
In the long run, people can buy smaller cars
or live closer to where they work.
 Lesson: Price elasticity is higher in the
long run than the short run.

ELASTICITY AND ITS APPLICATION 19

 The Determinants of Price Elasticity:
A Summary

The price elasticity of demand depends on:

 the extent to which close substitutes are
available
 whether the good is a necessity or a luxury
 how broadly or narrowly the good is defined
 the time horizon – elasticity is higher in the
long run than the short run

ELASTICITY AND ITS APPLICATION 20

The Variety of Demand Curves
The price elasticity of demand is closely related to the
slope of the demand curve.
Rule of thumb:
The flatter the curve, the bigger the elasticity.
The steeper the curve, the smaller the elasticity.
Five different classifications of D curves.…

ELASTICITY AND ITS APPLICATION 21

 “Perfectly inelastic demand” (one extreme case)
Price elasticity % change in Q 0%
= = =0
% change in P 10%
of demand
D curve: P
D
vertical
P1
Consumers’
price sensitivity: P2
none
P falls Q
Elasticity: by 10% Q1
0 Q changes
by 0%
ELASTICITY AND ITS APPLICATION 22
 “Inelastic demand”
Price elasticity % change in Q < 10%
= = <1
% change in P 10%
of demand
D curve: P
relatively steep
P1
Consumers’
price sensitivity: P2
relatively low D
P falls Q
Elasticity: by 10% Q1 Q2
<1
Q rises less
than 10%
ELASTICITY AND ITS APPLICATION 23
“Unit elastic demand”
Price elasticity % change in Q 10%
= = =1
% change in P 10%
of demand
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%

ELASTICITY AND ITS APPLICATION 24

 “Elastic demand”
Price elasticity % change in Q > 10%
= = >1
% change in P 10%
of demand
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%
ELASTICITY AND ITS APPLICATION 25
 “Perfectly elastic demand” (the other extreme)
Price elasticity % change in Q any %
= = = infinity
% change in P 0%
of demand
D curve: P
horizontal
P2 = P1 D
Consumers’
price sensitivity:
extreme
P changes Q
Elasticity: by 0% Q1 Q2
infinity
Q changes
by any %
ELASTICITY AND ITS APPLICATION 26
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% elasticity
10 E = = 0.2
200% is not.

$0 Q
0 20 40 60

ELASTICITY AND ITS APPLICATION 27

Price Elasticity and Total Revenue
Continuing our scenario, if you raise your price
from $200 to $250, would your revenue rise or fall?
Revenue = P x Q
A price increase has two effects on revenue:
Higher P means more revenue on each unit
you sell.
But you sell fewer units (lower Q),
due to Law of Demand.
Which of these two effects is bigger?
It depends on the price elasticity of demand.

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 elastic, then
price elast. 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.

ELASTICITY AND ITS APPLICATION 29

Price Elasticity and Total Revenue
Elastic demand Demand for increased
(elasticity = 1.8) your websitesP revenue due
lost
to higher P
revenue
If P = $200,
due to
Q = 12 and $250 lower Q
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.
ELASTICITY AND ITS APPLICATION 30
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 elast. 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 to 10
(instead of 8) when you raise your price to $250.
ELASTICITY AND ITS APPLICATION 31
Price Elasticity and Total Revenue
Now, demand is Demand for
increased
inelastic: your websites
revenue due
elasticity = 0.82 P to higher P lost
If P = $200, revenue
due to
Q = 12 and
$250 lower Q
revenue = $2400.
$200
If P = $250,
Q = 10 and D
revenue = $2500.
When D is inelastic, Q
a price increase 10 12
causes revenue to rise.
ELASTICITY AND ITS APPLICATION 32
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 fare war, the price of a luxury cruise
falls 20%.
Does luxury cruise companies’ total revenue
rise or fall?

33
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.

34
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.
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APPLICATION: Does Drug Interdiction Increase or Decrease
Drug-Related Crime?
One side effect of illegal drug use is crime: Users
often turn to crime to finance their habit.
We examine two policies designed to reduce illegal
drug use and see what effects they have on drug-
related crime.
For simplicity, we assume the total dollar value of
drug-related crime equals total expenditure
on drugs.
Demand for illegal drugs is inelastic, due to addiction
issues.

ELASTICITY AND ITS APPLICATION 36

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

Result: an increase in Q2 Q1 Quantity

total spending on drugs, of Drugs
and in drug-related crime
ELASTICITY AND ITS APPLICATION 37
Policy 2: Education
new value of drug-
Education Price of related crime
reduces the Drugs
demand for D2 D1
drugs. S

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

ELASTICITY AND ITS APPLICATION 38

Price Elasticity of Supply
Price elasticity Percentage change in Qs
=
of supply Percentage change in P
Price elasticity of supply measures how much Qs
responds to a change in P.

 Loosely speaking, it measures sellers’

price-sensitivity.
 Again, use the midpoint method to compute the
percentage changes.

ELASTICITY AND ITS APPLICATION 39

Price Elasticity of Supply
Price elasticity Percentage change in Qs
=
of supply Percentage change in P
P
Example: S
P rises
Price P2
by 8%
elasticity P1
of supply
equals
Q
16% Q1 Q2
= 2.0
8% Q rises
by 16%
ELASTICITY AND ITS APPLICATION 40
The Variety of Supply Curves
The slope of the supply curve is closely related to price
elasticity of supply.
Rule of thumb:
The flatter the curve, the bigger the elasticity.
The steeper the curve, the smaller the elasticity.
Five different classifications.…

ELASTICITY AND ITS APPLICATION 41

 “Perfectly inelastic” (one extreme)
Price elasticity % change in Q 0%
= = =0
% change in P 10%
of supply
S curve: P
S
vertical
P2
Sellers’
price sensitivity: P1
none
P rises Q
Elasticity: by 10% Q1
0
Q changes
by 0%
ELASTICITY AND ITS APPLICATION 42
 “Inelastic”
Price elasticity % change in Q < 10%
= = <1
% change in P 10%
of supply
S curve: P
S
relatively steep
P2
Sellers’
price sensitivity: P1
relatively low
P rises Q
Elasticity: by 10% Q 1 Q2
<1
Q rises less
than 10%
ELASTICITY AND ITS APPLICATION 43
 “Unit elastic”
Price elasticity % change in Q 10%
= = =1
% change in P 10%
of supply
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%
ELASTICITY AND ITS APPLICATION 44
 “Elastic”
Price elasticity % change in Q > 10%
= = >1
% change in P 10%
of supply
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%
ELASTICITY AND ITS APPLICATION 45
“Perfectly elastic” (the other extreme)
Price elasticity % change in Q any %
= = = infinity
% change in P 0%
of supply
S curve: P
horizontal
P2 = P1 S
Sellers’
price sensitivity:
extreme
P changes Q
Elasticity: by 0% Q1 Q2
infinity
Q changes
by any %
ELASTICITY AND ITS APPLICATION 46
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.

ELASTICITY AND ITS APPLICATION 47

ACTIVE LEARNING 3
Elasticity and changes in equilibrium
 The supply of beachfront property is inelastic.
The supply of new cars is elastic.
 Suppose population growth causes
demand for both goods to double
(at each price, Qd doubles).
 For which product will P change the most?
 For which product will Q change the most?

48
ACTIVE LEARNING 3
Answers
Beachfront property
When supply (inelastic supply):
is inelastic, P
an increase in
demand has a D1 D 2 S
bigger impact
on price than P2 B
on quantity.
P1 A

Q
Q 1 Q2
49
ACTIVE LEARNING 3
Answers
New cars
When supply (elastic supply):
is elastic, P
an increase in
demand has a D1 D 2
bigger impact S
on quantity
than on price. B
P2
A
P1

Q
Q1 Q2
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How the Price Elasticity of Supply Can Vary

P Supply often
S
elasticity becomes
$15 <1 less elastic
as Q rises,
12 due to
capacity
elasticity
>1 limits.
4
$3
Q
100 200
500 525

ELASTICITY AND ITS APPLICATION 51

Other Elasticities
Income elasticity of demand: measures the
response of Qd to a change in consumer income

Income elasticity Percent change in Qd

=
of demand Percent change in income

 Recall from Chapter 4: An increase in income

causes an increase in demand for a normal good.
 Hence, for normal goods, income elasticity > 0.
 For inferior goods, income elasticity < 0.

ELASTICITY AND ITS APPLICATION 52

Other Elasticities
Cross-price elasticity of demand:
measures the response of demand for one good to
changes in the price of another good

Cross-price elast. % change in Qd for good 1

=
of demand % change in price of good 2

 For substitutes, cross-price elasticity > 0

(e.g., an increase in price of beef causes an
increase in demand for chicken)
 For complements, cross-price elasticity < 0
(e.g., an increase in price of computers causes
decrease in demand for software)
ELASTICITY AND ITS APPLICATION 53
Cross-Price Elasticities in the News
“As Gas Costs Soar, Buyers Flock to Small Cars”
-New York Times, 5/2/2008
“Gas Prices Drive Students to Online Courses”
-Chronicle of Higher Education, 7/8/2008
“Gas prices knock bicycle sales, repairs into higher gear”
-Associated Press, 5/11/2008
“Camel demand soars in India”
(as a substitute for “gas-guzzling tractors”)
-Financial Times, 5/2/2008
“High gas prices drive farmer to switch to mules”
-Associated Press, 5/21/2008

ELASTICITY AND ITS APPLICATION 54

CHAPTER SUMMARY

Elasticity measures the responsiveness of

Qd or Qs to one of its determinants.
Price elasticity of demand equals percentage change in
Qd divided by percentage change in P.
When it’s less than one, demand is “inelastic.” When
greater than one, demand is “elastic.”
When demand is inelastic, total revenue rises when
price rises. When demand is elastic, total revenue falls
when price rises.

55
CHAPTER SUMMARY

Demand is less elastic in the short run,

for necessities, for broadly defined goods,
or for goods with few close substitutes.
Price elasticity of supply equals percentage change in
Qs divided by percentage change in P.
When it’s less than one, supply is “inelastic.” When
greater than one, supply is “elastic.”
Price elasticity of supply is greater in the long run than
in the short run.

56
CHAPTER SUMMARY

The income elasticity of demand measures how much

quantity demanded responds to changes in buyers’
incomes.
The cross-price elasticity of demand measures how
much demand for one good responds to changes in the
price of another good.

57