ECON 1 Lecture Notes - Lecture 4: Breakfast Cereal, Sunscreen, Demand Curve

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26 May 2018
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#4 Thursday 1/25 (Ch.5 Elasticity)
Elasticity of Demand
It measures the price-sensitivity of buyers’ demand: how much Q
d
responds to a change in P
.
Elasticity of demand = Percentage change in Q
d
/ Percentage
change in P
Example:
Q
falls by 15%. P
rises by 10%
Elasticity = 15% / 10% = 1.5
What determines price elasticity?
The extent to which substitutes are available
Whether the good is a necessity or a luxury
The time horizon — long run vs short run
EXAMPLE 1: Breakfast Cereal vs. Sunscreen
The price of both of these goods rise by 20%. For which good does Q
d drop the most?
Answer: Breakfast cereal
Breakfast cereal has close substitutes (e.g. pancakes): if the price rises, buyers can switch
Sunscreen has no close substitutes: consumers would not buy much less if price rises.
LESSON: Price elasticity is higher when close substitutes are available
EXAMPLE 2: Insulin vs. Caribbean Cruises
The price of both of these goods rise by 20%. For which good does Q
d drop the most?
Answer: Cruises
To diabetics, insulin is a necessity. A rise in its price would cause little decrease in demand.
A cruise is a luxury. If the price rises, some people would forego it.
Lesson: Price elasticity for luxuries is higher than for necessities
Clicker Question
The price of gasoline rises 20%. Would Q
drop more in the long run or short run?
Answer: long run
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.
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Elasticity and Demand Curve
The price elasticity of demand is 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
“Perfectly inelastic demand”
Price elasticity of demand = 0
Q
changes by 0%, P
falls by 10%
Example: housing in the short run, if the price of housing shoots up
“Inelastic demand”
Price elasticity of demand < 1
Q
rises less than 10%, P
falls by 10%
“Elastic demand”
Price elasticity of demand > 1
Q
rises more than 10%, P
falls by 10%
“Perfectly inelastic demand”
Price of elasticity of demand = infinity
Q
changes by any %, P
changes by 0%
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Document Summary

It measures the price-sensitivity of buyers" demand: how much q d responds to a change in p . change in p. Elasticity of demand = percentage change in q d / percentage. The extent to which substitutes are available. Whether the good is a necessity or a luxury. The time horizon long run vs short run. Breakfast cereal has close substitutes (e. g. pancakes): if the price rises, buyers can switch. Sunscreen has no close substitutes : consumers would not buy much less if price rises. Lesson: price elasticity is higher when close substitutes are available. The price of both of these goods rise by 20%. A rise in its price would cause little decrease in demand. If the price rises, some people would forego it. Lesson: price elasticity for luxuries is higher than for necessities. There"s not much people can do in the short run, other than ride the bus or carpool.

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