Price elasticity of demand wikipedia, the free encyclopedia

Price elasticity of demand - Wikipedia, the free encyclopedia http://en.wikipedia.org/wiki/Price_elasticity_of_demand

Price elasticity of demand
From Wikipedia, the free encyclopedia

Price elasticity of demand (PED or Ed) is a measure used in economics to show the responsiveness, or
elasticity, of the quantity demanded of a good or service to a change in its price. More precisely, it gives the
percentage change in quantity demanded in response to a one percent change in price (holding constant all
the other determinants of demand, such as income). It was devised by Alfred Marshall.

Price elasticities are almost always negative, although analysts tend to ignore the sign even though this can
lead to ambiguity. Only goods which do not conform to the law of demand, such as Veblen and Giffen
goods, have a positive PED. In general, the demand for a good is said to be inelastic (or relatively inelastic)
when the PED is less than one (in absolute value): that is, changes in price have a relatively small effect on
the quantity of the good demanded. The demand for a good is said to be elastic (or relatively elastic) when
its PED is greater than one (in absolute value): that is, changes in price have a relatively large effect on the
quantity of a good demanded.

Revenue is maximized when price is set so that the PED is exactly one. The PED of a good can also be used
to predict the incidence (or "burden") of a tax on that good. Various research methods are used to determine
price elasticity, including test markets, analysis of historical sales data and conjoint analysis.

Contents
1 Definition
1.1 Point-price elasticity
1.2 Arc elasticity
2 History
3 Determinants
4 Interpreting values of price elasticity coefficients
5 Effect on total revenue
6 Effect on tax incidence
7 Selected price elasticities
8 See also
9 Notes
10 References
11 External links

Definition
PED is a measure of responsiveness of the quantity of a good or service demanded to changes in its price.[1]
The formula for the coefficient of price elasticity of demand for a good is:[2][3][4]

The above formula usually yields a negative value, due to the inverse nature of the relationship between
price and quantity demanded, as described by the "law of demand".[3] For example, if the price increases by
5% and quantity demanded decreases by 5%, then the elasticity at the initial price and quantity = −5%/5% =

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−1. The only classes of goods which have a PED of greater than 0 are Veblen and Giffen goods.[5] Because
the PED is negative for the vast majority of goods and services, however, economists often refer to price
elasticity of demand as a positive value (i.e., in absolute value terms).[4]

This measure of elasticity is sometimes referred to as the own-price elasticity of demand for a good, i.e., the
elasticity of demand with respect to the good's own price, in order to distinguish it from the elasticity of
demand for that good with respect to the change in the price of some other good, i.e., a complementary or
substitute good.[1] The latter type of elasticity measure is called a cross-price elasticity of demand.[6][7]

As the difference between the two prices or quantities increases, the accuracy of the PED given by the
formula above decreases for a combination of two reasons. First, the PED for a good is not necessarily
constant; as explained below, PED can vary at different points along the demand curve, due to its percentage
nature.[8][9] Elasticity is not the same thing as the slope of the demand curve, which is dependent on the
units used for both price and quantity.[10][11] Second, percentage changes are not symmetric; instead, the
percentage change between any two values depends on which one is chosen as the starting value and which
as the ending value. For example, if quantity demanded increases from 10 units to 15 units, the percentage
change is 50%, i.e., (15 − 10) ÷ 10 (converted to a percentage). But if quantity demanded decreases from 15
units to 10 units, the percentage change is −33.3%, i.e., (10 − 15) ÷ 15.[12][13]

Two alternative elasticity measures avoid or minimise these shortcomings of the basic elasticity formula:
point-price elasticity and arc elasticity.

Point-price elasticity

One way to avoid the accuracy problem described above is to minimise the difference between the starting
and ending prices and quantities. This is the approach taken in the definition of point-price elasticity, which
uses differential calculus to calculate the elasticity for an infinitesimal change in price and quantity at any
given point on the demand curve: [14]

In other words, it is equal to the absolute value of the first derivative of quantity with respect to price
(dQd/dP) multiplied by the point's price (P) divided by its quantity (Qd).[15]

In terms of partial-differential calculus, point-price elasticity of demand can be defined as follows:[16] let
be the demand of goods as a function of parameters price and wealth, and let
be the demand for good . The elasticity of demand for good with respect to price is

However, the point-price elasticity can be computed only if the formula for the demand function,
, is known so its derivative with respect to price, , can be determined.

Arc elasticity

A second solution to the asymmetry problem of having a PED dependent on which of the two given points
on a demand curve is chosen as the "original" point and which as the "new" one is to compute the
percentage change in P and Q relative to the average of the two prices and the average of the two quantities,
rather than just the change relative to one point or the other. Loosely speaking, this gives an "average"

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elasticity for the section of the actual demand curve—i.e., the arc of the curve—between the two points. As
a result, this measure is known as the arc elasticity, in this case with respect to the price of the good. The arc
elasticity is defined mathematically as:[13][17][18]

This method for computing the price elasticity is also known as the "midpoints formula", because the
average price and average quantity are the coordinates of the midpoint of the straight line between the two
given points.[12][18] However, because this formula implicitly assumes the section of the demand curve
between those points is linear, the greater the curvature of the actual demand curve is over that range, the
worse this approximation of its elasticity will be.[17][19]

History
Together with the concept of an economic "elasticity" coefficient, Alfred
Marshall is credited with defining PED ("elasticity of demand") in his book
Principles of Economics, published in 1890.[20] He described it thus: "And
we may say generally:— the elasticity (or responsiveness) of demand in a
market is great or small according as the amount demanded increases much
or little for a given fall in price, and diminishes much or little for a given
rise in price".[21] He reasons this since "the only universal law as to a
person's desire for a commodity is that it diminishes... but this diminution
may be slow or rapid. If it is slow... a small fall in price will cause a
comparatively large increase in his purchases. But if it is rapid, a small fall
in price will cause only a very small increase in his purchases. In the former The illustration that
case... the elasticity of his wants, we may say, is great. In the latter case... accompanied Marshall's
the elasticity of his demand is small."[22] Mathematically, the Marshallian original definition of PED,
PED was based on a point-price definition, using differential calculus to the ratio of PT to Pt
calculate elasticities.[23]

Determinants
The overriding factor in determining PED is the willingness and ability of consumers after a price change to
postpone immediate consumption decisions concerning the good and to search for substitutes ("wait and
look").[24] A number of factors can thus affect the elasticity of demand for a good:[25]

Availability of substitute goods: the more and closer the substitutes available, the higher the
elasticity is likely to be, as people can easily switch from one good to another if an even minor price
change is made;[25][26][27] There is a strong substitution effect.[28] If no close substitutes are available
the substitution of effect will be small and the demand inelastic.[28]
Breadth of definition of a good: the broader the definition of a good (or service), the lower the
elasticity. For example, Company X's fish and chips would tend to have a relatively high
elasticity of demand if a significant number of substitutes are available, whereas food in general
would have an extremely low elasticity of demand because no substitutes exist.[29]
Percentage of income: the higher the percentage of the consumer's income that the product's price
represents, the higher the elasticity tends to be, as people will pay more attention when purchasing the
good because of its cost;[25][26] The income effect is substantial.[30] When the goods represent only a
negligible portion of the budget the income effect will be insignificant and demand inelastic,[30]

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Necessity: the more necessary a good is, the lower the elasticity, as people will attempt to buy it no
matter the price, such as the case of insulin for those that need it.[10][26]
Duration: for most goods, the longer a price change holds, the higher the elasticity is likely to be, as
more and more consumers find they have the time and inclination to search for substitutes.[25][27]
When fuel prices increase suddenly, for instance, consumers may still fill up their empty tanks in the
short run, but when prices remain high over several years, more consumers will reduce their demand
for fuel by switching to carpooling or public transportation, investing in vehicles with greater fuel
economy or taking other measures.[26] This does not hold for consumer durables such as the cars
themselves, however; eventually, it may become necessary for consumers to replace their present cars,
so one would expect demand to be less elastic.[26]
Brand loyalty: an attachment to a certain brand—either out of tradition or because of proprietary
barriers—can override sensitivity to price changes, resulting in more inelastic demand.[29][31]
Who pays: where the purchaser does not directly pay for the good they consume, such as with
corporate expense accounts, demand is likely to be more inelastic.[31]

Interpreting values of price elasticity coefficients
Elasticities of demand are interpreted as follows:[10]

Value Descriptive Terms
Perfectly inelastic demand
Inelastic or relatively inelastic demand
Unit elastic, unit elasticity, unitary elasticity,
or unitarily elastic demand
Elastic or relatively elastic demand
Perfectly elastic demand
Perfectly inelastic demand[10]
A decrease in the price of a good normally results in an increase in
the quantity demanded by consumers because of the law of demand,
and conversely, quantity demanded decreases when price rises. As
summarized in the table above, the PED for a good or service is
referred to by different descriptive terms depending on whether the
elasticity coefficient is greater than, equal to, or less than −1. That is,
the demand for a good is called:

relatively inelastic when the percentage change in quantity
demanded is less than the percentage change in price (so that
Ed > - 1);
unit elastic, unit elasticity, unitary elasticity, or unitarily
elastic demand when the percentage change in quantity
demanded is equal to the percentage change in price (so that Perfectly elastic demand[10]
Ed = - 1); and
relatively elastic when the percentage change in quantity demanded is greater than the percentage
change in price (so that Ed < - 1).[10]

As the two accompanying diagrams show, perfectly elastic demand is represented graphically as a horizontal
line, and perfectly inelastic demand as a vertical line. These are the only cases in which the PED and the
slope of the demand curve (∆P/∆Q) are both constant, as well as the only cases in which the PED is

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determined solely by the slope of the demand curve (or more precisely, by the inverse of that slope).[10]

Effect on total revenue
See also: Total revenue test

A firm considering a price change must know what effect the change
in price will have on total revenue. Revenue is simply the product of
unit price times quantity:

Generally any change in price will have two effects:[32]

the price effect : For inelastic goods, an increase in unit price
will tend to increase revenue, while a decrease in price will
tend to decrease revenue. (The effect is reversed for elastic
goods.)
the quantity effect : an increase in unit price will tend to lead to
fewer units sold, while a decrease in unit price will tend to lead
to more units sold.

For inelastic goods, because of the inverse nature of the relationship
between price and quantity demanded (i.e., the law of demand), the
A set of graphs shows the relationship
two effects affect total revenue in opposite directions. But in
between demand and total revenue
determining whether to increase or decrease prices, a firm needs to
(TR) for a linear demand curve. As
know what the net effect will be. Elasticity provides the answer: The
percentage change in total revenue is approximately equal to the price decreases in the elastic range,
percentage change in quantity demanded plus the percentage change TR increases, but in the inelastic
range, TR decreases. TR is
in price. (One change will be positive, the other negative.)[33] The
maximised at the quantity where PED
percentage change in quantity is related to the percentage change in
= 1.
price by elasticity: hence the percentage change in revenue can be
calculated by knowing the elasticity and the percentage change in
price alone.

As a result, the relationship between PED and total revenue can be described for any good:[34][35]

When the price elasticity of demand for a good is perfectly inelastic (Ed = 0), changes in the price do
not affect the quantity demanded for the good; raising prices will cause total revenue to increase.
When the price elasticity of demand for a good is relatively inelastic (-1 < Ed < 0), the percentage
change in quantity demanded is smaller than that in price. Hence, when the price is raised, the total
revenue rises, and vice versa.
When the price elasticity of demand for a good is unit (or unitary) elastic (Ed = -1), the percentage
change in quantity is equal to that in price, so a change in price will not affect total revenue.
When the price elasticity of demand for a good is relatively elastic ( -∞ < Ed < -1), the percentage
change in quantity demanded is greater than that in price. Hence, when the price is raised, the total
revenue falls, and vice versa.
When the price elasticity of demand for a good is perfectly elastic (Ed is − ∞), any increase in the
price, no matter how small, will cause demand for the good to drop to zero. Hence, when the price is
raised, the total revenue falls to zero.

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Hence, as the accompanying diagram shows, total revenue is maximized at the combination of price and
quantity demanded where the elasticity of demand is unitary.[35]

It is important to realize that price-elasticity of demand is not necessarily constant over all price ranges. The
linear demand curve in the accompanying diagram illustrates that changes in price also change the elasticity:
the price elasticity is different at every point on the curve.

Effect on tax incidence
Main article: tax incidence

PEDs, in combination with price elasticity of supply (PES), can be
used to assess where the incidence (or "burden") of a per-unit tax is
falling or to predict where it will fall if the tax is imposed. For
example, when demand is perfectly inelastic, by definition
consumers have no alternative to purchasing the good or service if
the price increases, so the quantity demanded would remain constant.
Hence, suppliers can increase the price by the full amount of the tax,
and the consumer would end up paying the entirety. In the opposite When demand is more inelastic than
case, when demand is perfectly elastic, by definition consumers have supply, consumers will bear a greater
an infinite ability to switch to alternatives if the price increases, so proportion of the tax burden than
they would stop buying the good or service in question completely producers will.
—quantity demanded would fall to zero. As a result, firms cannot
pass on any part of the tax by raising prices, so they would be forced
to pay all of it themselves.[36]

In practice, demand is likely to be only relatively elastic or relatively inelastic, that is, somewhere between
the extreme cases of perfect elasticity or inelasticity. More generally, then, the higher the elasticity of
demand compared to PES, the heavier the burden on producers; conversely, the more inelastic the demand
compared to PES, the heavier the burden on consumers. The general principle is that the party (i.e.,
consumers or producers) that has fewer opportunities to avoid the tax by switching to alternatives will bear
the greater proportion of the tax burden.[36]In the end the whole tax burden is carried by individual
households since they are the ultimate owners of the means of production that the firm utilises (see Circular
flow of income).

Selected price elasticities
Various research methods are used to calculate price elasticities in real life, including analysis of historic
sales data, both public and private, and use of present-day surveys of customers' preferences to build up test
markets capable of modelling such changes. Alternatively, conjoint analysis (a ranking of users' preferences
which can then be statistically analysed) may be used.[37]

Though PEDs for most demand schedules vary depending on price, they can be modeled assuming constant
elasticity.[38] Using this method, the PEDs for various goods—intended to act as examples of the theory
described above—are as follows. For suggestions on why these goods and services may have the PED
shown, see the above section on determinants of price elasticity.

Cigarettes (US)[39] Rice[46]
−0.3 to −0.6 (General) −0.47 (Austria)
−0.6 to −0.7 (Youth) −0.8 (Bangladesh)
Alcoholic beverages (US)[40] −0.8 (China)

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−0.3 or −0.7 to −0.9 as of −0.25 (Japan)
1972 (Beer) −0.55 (US)
−1.0 (Wine) Cinema visits (US)
−1.5 (Spirits) −0.87 (General)[44]
Airline travel (US)[41] Live Performing Arts (Theater, etc.)
−0.3 (First Class) −0.4 to −0.9[47]
−0.9 (Discount) Transport
−1.5 (for Pleasure Travelers) −0.20 (Bus travel US)[44]
Livestock −2.8 (Ford compact automobile)[48]
−0.5 to −0.6 (Broiler Soft drinks
Chickens)[42] −0.8 to −1.0 (general)[49]
Oil (World)
−3.8 (Coca-Cola)[50]
−0.4
−4.4 (Mountain Dew)[50]
Car fuel[43]
Steel
−0.09 (Short run)
−0.31 (Long run) −0.2 to −0.3[51]
Medicine (US) Eggs
−0.31 (Medical −0.1 (US: Household only),[52] −0.35 (Canada),[53]
insurance)[44] −0.55 (South Africa)[54]
−.03 to −.06 (Pediatric
Visits)[45]

See also
Arc elasticity
Cross elasticity of demand
Income elasticity of demand
Price elasticity of supply
Supply and demand
Yield elasticity of bond value

Notes
1. ^ a b Png, Ivan (1999). p.57. 17. ^ a b Wall, Stuart; Griffiths, Alan (2008). pp.53-54.
2. ^ Parkin; Powell; Matthews (2002). pp.74-5. 18. ^ a b McConnell;Brue (1990). pp.434-435.
3. ^ a b Gillespie, Andrew (2007). p.43. 19. ^ Ferguson, C.E. (1972). p.101n.
4. ^ a b Gwartney, James D.; Stroup, Richard L.; 20. ^ Taylor, John (2006). p.93.
Sobel, Russell S. (2008). p.425. 21. ^ Marshall, Alfred (1890). III.IV.2.
5. ^ Gillespie, Andrew (2007). p.57. 22. ^ Marshall, Alfred (1890). III.IV.1.
6. ^ Ruffin; Gregory (1988). p.524. 23. ^ Schumpeter, Joseph Alois; Schumpeter, Elizabeth
7. ^ Ferguson, C.E. (1972). p.106. Boody (1994). p. 959.
8. ^ Ruffin; Gregory (1988). p.520 24. ^ Negbennebor (2001).
9. ^ McConnell; Brue (1990). p.436. 25. ^ a b c d Parkin; Powell; Matthews (2002). pp.77-9.
10. ^ a b c d e f g Parkin; Powell; Matthews (2002). p.75. 26. ^ a b c d e Walbert, Mark. "Tutorial 4a"
11. ^ McConnell; Brue (1990). p.437 (http://www.ilstu.edu/~mswalber/ECO240/Tutorials
12. ^ a b Ruffin; Gregory (1988). pp.518-519. /Tut04/Tutorial04a.html) . http://www.ilstu.edu
13. ^ a b Ferguson, C.E. (1972). pp.100-101. /~mswalber/ECO240/Tutorials/Tut04
14. ^ Sloman, John (2006). p.55. /Tutorial04a.html. Retrieved 27 February 2010.
15. ^ Wessels, Walter J. (2000). p. 296. 27. ^ a b Goodwin, Nelson, Ackerman, & Weisskopf
16. ^ Mas-Colell; Winston; Green (1995). (2009).

7 of 9 18-06-2012 19:41


28. ^ a b Frank (2008) 118. http://dx.doi.org/10.1016/j.eneco.2011.09.003.
29. ^ a b Gillespie, Andrew (2007). p.48. Retrieved 11 December 2011.
30. ^ a b Frank (2008) 119. 44. ^ a b c Samuelson; Nordhaus (2001).
45. ^ Goldman and Grossman (1978) cited in Feldstein
31. ^ a b Png, Ivan (1999). p.62-3.
(1999), p.99
32. ^ Krugman, Wells (2009). p.151.
46. ^ Perloff, J. (2008).
33. ^ Goodwin, Nelson, Ackerman & Weisskopf
47. ^ Heilbrun and Gray (1993, p.94) cited in Vogel
(2009). p.122.
(2001)
34. ^ Gillespie, Andrew (2002). p.51.
48. ^ Goodwin; Nelson; Ackerman; Weissskopf (2009).
35. ^ a b Arnold, Roger (2008). p. 385.
p.124.
36. ^ a b Wall, Stuart; Griffiths, Alan (2008). pp.57-58. 49. ^ Brownell, Kelly D.; Farley, Thomas; Willett,
37. ^ Png, Ivan (1999). pp.79-80. Walter C. et al. (2009).
38. ^ "Constant Elasticity Demand and Supply Curves
50. ^ a b Ayers; Collinge (2003). p.120.
(Q=A*P^c)" (http://wpscms.pearsoncmg.com
51. ^ Barnett and Crandall in Duetsch (1993), p.147
/aw_perloff_microecon_3/9/2365/605606.cw
52. ^ Krugman and Wells (2009) p.147.
/index.html) . http://wpscms.pearsoncmg.com
53. ^ "Profile of The Canadian Egg Industry"
/aw_perloff_microecon_3/9/2365/605606.cw
(http://www.agr.gc.ca/poultry
/index.html. Retrieved 26 April 2010.
/prinde3_eng.htm#sec312) . Agriculture and
39. ^ Perloff, J. (2008). p.97.
Agri-Food Canada. http://www.agr.gc.ca/poultry
40. ^ Chaloupka, Frank J.; Grossman, Michael; Saffer,
/prinde3_eng.htm#sec312. Retrieved 9 September
Henry (2002); Hogarty and Elzinga (1972) cited by
2010.
Douglas Greer in Duetsch (1993).
54. ^ Cleasby, R. C. G.; Ortmann, G. F. (1991).
41. ^ Pindyck; Rubinfeld (2001). p.381.; Steven
"Demand Analysis of Eggs in South Africa".
Morrison in Duetsch (1993), p. 231.
Agrekon 30 (1): 34–36.
42. ^ Richard T. Rogers in Duetsch (1993), p.6.
DOI:10.1080/03031853.1991.9524200
43. ^ "Demand for gasoline is more price-inelastic than
(http://dx.doi.org
commonly thought" (http://dx.doi.org/10.1016
/10.1080%2F03031853.1991.9524200) .
/j.eneco.2011.09.003) . Energy Economics.

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/books?id=TrRtUr_Wn2IC. Retrieved 6 March 2010.
Wessels, Walter J. (1 September 2000). Economics (http://books.google.com/books?id=0hggJhQQQboC) .
Barron's Educational Series. ISBN 978-0-7641-1274-4. http://books.google.com/books?id=0hggJhQQQboC.
Retrieved 28 February 2010.

External links
A Lesson on Elasticity in Four Parts, Youtube, Jodi Beggs
(http://www.economistsdoitwithmodels.com/2010/03/10/videos-more-than-you-ever-wanted-to-know-
about-elasticity/)
Approx. PED of Various Products (U.S.) (http://www.mackinac.org/article.aspx?ID=1247)
Approx. PED of Various Home-Consumed Foods (U.K.) (https://statistics.defra.gov.uk
/esg/publications/nfs/2000/Section6.pdf)

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Categories: Elasticity (economics) Consumer theory Demand

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