Elasticity, Total Revenue, and Demand The Use of Price Elasticity of Demand Why Elasticity matters? Elasticity, Total Revenue, and Demand • If ED is elastic (ED > 1), a rise in price lowers total revenue. • The elasticity of demand tells suppliers how their total revenue will change if their price changes. • Total revenue equals total quantity sold multiplied by price of good. Elasticity, Total Revenue, and Demand • If ED is unit elastic (ED = 1), a rise in price leaves total revenue unchanged. • Price and total revenue move in opposite directions. 1 Elasticity, Total Revenue, and Demand Elasticity and Total Revenue • If ED is inelastic (ED < 1), a rise in price increases total revenue. Unit Elastic Demand E=1 TR constant $10 8 F 6 Price • Price and total revenue move in the same direction. Inelastic Demand E<1 TR rises if price increases $10 A $10 8 TRG = $1 x 9 = $9 TRH = $2 x 8 = $16 6 Gained revenue 4 Lost revenue H 2 A 0 1 2 B 3 4 5 6 7 8 9 Quantity 2 B 3 4 5 6 7 8 9 Quantity 6 Elastic Demand E>1 K J C A B 4 0 TR falls if price increases. TRJ = $8 x 2 = $16 TRK = $9 x 1 = $9 Gained revenue Lost revenue 2 G C 1 Lost revenue Elasticity and Total Revenue Price Price 8 E 4 0 Elasticity and Total Revenue Gained revenue C 2 TRE= $4x6=$24 TRF= $6x4=$24 1 2 3 4 5 6 7 8 9 Quantity 2 Total Revenue Along a Demand Curve 0 TR decreases Q0 <1 Quantity Q0 Quantity Elasticity of Individual and Market Demand Relationship Between Elasticity and Total Revenue Elastic (ED > 1) ED = 1 Inelastic ED 0 Price Rise >1 Total revenue Total Revenue Along a Demand Curve • With elastic demand – a rise in price lowers total revenue. • With inelastic demand – a rise in price increases total revenue. Price Elastic ED • Price discrimination occurs when a firm separates the people with less elastic demand from those with more elastic demand. Price Decline TR increases Unit Elastic (ED TR constant TR constant = 1) Inelastic (ED < TR TR increases 1) decreases 7-11 3 Elasticity of Individual and Market Demand • Firms that price discriminate charge more to the individuals with inelastic demand and less to individuals with elastic demands. Elasticity of Individual and Market Demand • Examples of price discrimination include: – Airlines’ Saturday stay-over specials. – The phenomenon of selling new cars. – The almost-continual-sale phenomenon. 4