ECON 2304 Lecture Notes - Lecture 8: Demand Curve, Midpoint Method, Normal Good

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Chapter 5: elasticity and its application (day 2) 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. 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. It depends on the price elasticity of demand. % 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. % change in q < % change in p. The fall in revenue is lower q is smaller than the inc in revenue from higher p, so rev rises. In our ex, suppose the q only falls to 10 (instead of 8) when you raise your price to .

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