Accounting MRK108 Chapter Notes - Chapter 18.2: Demand Curve, Marginal Cost, Diminishing Returns

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Elasticity of demand co(cid:374)su(cid:373)ers" respo(cid:374)sive(cid:374)ess or se(cid:374)sitivity to changes in price. Elastic demand a situation in which consumer demand is sensitive to changes in price. Occurs when consumers buy more or less of a product when the price changes. Inelastic demand a situation in which an increase of a decrease in price will not significantly affect demand for the product. Elasticity over the range of a demand curve can be measured by formula: If e is greater than 1, demand is elastic. If e is less than 1, demand is inelastic. If e is equal to 1, demand is unitary. Unitary elasticity a situation in which total revenue remains the same when prices change. Elasticity can be measured by observing the following changes in total revenue. If prices go down and revenue goes up, demand is elastic. If prices go down and revenue goes down, demand is inelastic. If prices go up and revenue goes up, demand is inelastic.

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