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Unit 4
Chap.5 - Price Floors and Price Ceilings
Chap.6 - Elasticity
Government Intervention in Pricing
Price Floor Price is set higher than Market Equilibrium Surplus
Price Ceiling Price is set lower than Market Equilibrium Shortage
Example of Price Ceiling
Rent Controls in Large Cities
Maximum rent that can be charged is below market equilibrium
Seinfeld Episode
Example of Price Ceiling
Market Equilibrium: Qty supplied = Qty demanded at ???
Example of Price Ceiling
At Price Ceiling of $1,100, Qty demanded = ??? And Qty supplied = ???
Example of Price Ceiling
Rent Controls in Large Cities
Maximum rent that can be charged is below market equilibrium
Qty demanded increases Qty supplied decreases Shortage!!!
Example of Price Ceiling
When might rent controls be a good idea??
When do rent controls fail??
Example of Price Floor
Minimum Wage
Minimum wage that can be charged is above market equilibrium
Example of Price Floor
Market Equilibrium: Supply = Demand at ???
Example of Price Floor
At Price Floor of $7.25, Demand = ??? And Supply = ???
Example of Price Floor
Minimum Wage
Minimum wage that can be charged is above market equilibrium
Demand decreases Supply increases Surpus!!!
Law of Demand
The Law of Demand tells us that for an increase in price, there will be a decrease in quantity demanded, but it does not tell us by how much quantity demanded will decrease.
Elasticity of Demand
Price elasticity of demand measures the magnitude of change in quantity demanded due to a change in price – It tells us how much!
ED = % change in Quantity Demanded
% change in Price
Elasticity of Demand Equation
ED =Change in Price
Sum of Quantity
2
Change in Quantity
Sum of Price
2
Elasticity of Demand Example
If the price of Diet Coke increases from $2.50 to $3.00 for a 12 pack, then the quantity demanded will decrease from 1000 to 900 12 packs.
Elasticity of Demand Example
The percent change in quantity demanded is:
1000 - 900
1000 + 900
2
=100
1900
2
=100
950
= .11
Elasticity of Demand Example
The percent change in price is:
$3.00 - $2.50
$3.00+ $2.50
2
=$0.50
$5.50
2
=$0.50
$2.75
= .18
Elasticity of Demand Example
The ED will be equal to the percent change in quantity demanded divided by the percent change in price.
ED = .11 / .18 = .61
Elasticity of Demand Example
An ED of 0.61 means that every 1% change in price will result in a 0.61% change in quantity demanded.
For this example, a 1% increase in the price of a 12 pack of Coke leads to a 0.61% decrease in the sale of a 12 pack of Coke.
Elasticity When ED > 1
% change in Q > % change in P Demand is Elastic
When ED < 1 % change in Q < % change in P Demand is Inelastic
When ED = 1 % change in Q = % change in P Demand is Unit Elastic
Elasticity and Total Revenue
When demand is elastic Consumers are very price sensitive
An increase in price leads to a decrease in total revenue as many customers will no longer purchase this product.
A decrease in price leads to an increase in total revenue as many new customers will now buy this product.
Elasticity and Total Revenue
Let’s take a look at what happens to total revenue when price falls from $10 down to $5. Here, the price elasticity of demand is equal to 2.34.
Elasticity and Total Revenue
The decrease in price means less revenue gained for each of the first 60 units sold, or a decrease in revenue of $5 * 60 = -$300.
The decrease in price means more revenue gained by the sale of an additional 20 units (as sales increase from 60 to 80) at $5 * 20 = $100.
-$300
+$100
Elasticity and Total Revenue
When demand is inelastic Consumers are very price insensitive
An increase in price leads to an increase in total revenue as many customers will keep buying this product even at the higher price.
A decrease in price leads to a decrease in total revenue as your customers will now buy this product at a lower price.
Elasticity and Total Revenue
Let’s take a look at what happens to total revenue when price falls from $20 down to $15. Here, the price elasticity of demand is equal to 0.427.
Elasticity and Total Revenue
The decrease in price means less revenue gained for each of the first 20 units sold, or a decrease in revenue of $5 * 20 = -$100.
The decrease in price means more revenue gained by the sale of an additional 20 units (as sales increase from 20 to 40) at $15 * 20 = $300.
-$100
+$300
Elasticity and Total Revenue When demand is unit elastic
Consumers are price neutral An increase in price leads to no change in
total revenue as some customers will keep buying this product even at the higher price while some customers will stop buying the product.
A decrease in price leads to no change in total revenue as your current customers will now be paying a lower price, but this will be offset by the new customers you will gain who will start buying your product.
Elasticity of Demand Example
Calculate the price elasticity for the following. State whether the price elasticity of demand is elastic, unit elastic, or inelastic.
Will revenue rise, decline, or stay the same with the given change in price?
The price of a Boston Red Sox baseball game rises from $8 to $12 a game. The quantity of tickets sold falls from 160,000 tickets to 144,000.