Demand Demand and Supply Why do roses cost more on Valentine’s Day? Why do TV ads cost more during the Super Bowl ($2.7 sec.) than during Nick at Nite reruns? Why do hotel rooms in Sun Valley, Idaho cost more in the winter than in the summer? Why do surgeons earn more than butchers? Why do pro basketball players earn more than pro hockey players? “Econ, Econ” Why do economics majors earn more than most other majors? Why are some of you going to major in economics in college? The answer to these and other economics questions boil down to the workings of supply and demand – the subject of this chapter. million for 30 Individual Demand Market D D + $2 $3 $2 Demand “JO” “Mo” “Bo” $3 To D1 D2 D + $3 = $3 $2 $2 [Total] 115 100 115 26 30 39 45 From “individual” demand to “market” demand And, what if the price of this product decreases from $3 to $2? A point to point movement on the same “D” curve is a “Change in QD” 35 40 And – what if this good prevents cancer, so we have an increase in “D” for it. Consumers “willingness to buy” Price decreases; QD increases P QD $5 4 3 2 1 10 20 35 55 80 $5 D $4 $3 $2 $1 0 10 20 35 55 80 Quantity Demanded …a specified time period …other things being equal QD – how much will be purchased at a specific price [& date]. D iPhone $399.00 [with 2 yr contract] [8GB] Reasons For Downsloping “D” Curve 1. Income Effect –current buyers buy more. 2. Substitution Effect– new buyers now purchase. 3. Diminishing Marginal Utility - because buyers of successive units receive less marginal utility, they will buy more only when the price is lowered. Change in QD 1. Price change 2. Movement Price QD $250.00 [up/down the demand curve] 3. Point to point [along the curve] Inverse relationship QD2 curve”. [“all prices”] “D” refers toQD the1“whole “QD” refers to a “point on the curve” based on a “particular price.” D 1. Income Effect • • When things are expensive, money buys less When things are cheap, money buys more P1 P2 QD1 QD1 2. Substitution Effect • When apples are expensive and their substitutes (pears) are relatively cheap, I buy fewer apples and more pears 3. Diminishing Marginal Utility • • Each additional unit of an item purchased gives less marginal utility (happy points) than the previous unit. Therefore, the only way I will buy more is if the price is lower. Ex. When I’m hungry, I typically will buy 2 breakfast tacos. The reason I don’t buy a third taco is because the marginal utility of the third taco is less than the price of the taco. But, if the price of the taco is less than the marginal utility of the taco, then I will buy the third taco Picture of Law of Demand Elastic or Inelastic (Total Receipts Test) $2 $1 Elastic Inelastic 20 30 Total Receipts Test 20 x $2 = $40.00 30 x $1 = $30.00 40 50 Total Receipts Test 20 x $2 = $40 50 x $1 = $50 11. Elasticity of D – the way price affects QD. 12. Elastic - QD that is very responsive to price. 13. Inelastic - a chg in price has little impact on QD. Elastic (flexible) Demand 1. Substitutes (butter) 2. Luxury (mink coat) 3. Expensive (car) 4. Has durability (refrigerator) 5. Lasts a long time (gas-guzzling car) Inelastic (inflexible) Demand 1. No substitutes (milk) 2. Necessity (insulin) 3. Inexpensive (safety pin) 4. No durability (pencil) 5. Lasts only a short time (bread) Elastic Demand For Cassette Tapes “TR” Test $2.50x100,000=$250,000 $1.50x600,000=$900,000 +$650,000 D -$1 . Think of “responsiveness” as “flatness”. D “TR” Test $2 = $30 bil. $1 = $20 bil. -$10 bil. -$1 +25% QD Change in “Demand” [curve] [“TIMER”] Consumers change their minds at each and every price. Based on good or bad publicity about OJ. . 16 oz. Orange juice = 220 calories 16 oz. Tomato juice = 78 calories Quantity Demanded vs. Demand Quantity Demanded [QD] is triggered by a price chg. The quantities of a good or service that people will purchase at a specific price at a given time. Demand [D] is triggered by “TIMER” [non-price]. A schedule of the total quantities of a good or service that purchasers will buy at different prices at a given time. Demand is a bunch of QD’s strung together. “Demand Shifters” [TIMER] 1. 2. 3. 4. Taste [direct] Income [normal-direct] [inferior-inverse] Market Size [number of consumers-direct] Expectations [of consumers about future *price-direct, about future availability-inverse, or about future income–direct. 5. Related Good *Prices [substitutes-direct] [complements-inverse] D1 D2 D3 D1 D2 P Butter D1 D2 P P2 Complement [inverse] P P1 D QD1 QD2 Bread Substitute [Direct] Bagels Change in “D” [curve] 1. Non price change [“TIMER”] 2. Whole “D” curve shifts QD3 QD1 QD2 [There is a change in “QD” but it is not caused by a change in “price.” [QD-”single price”; D-”all prices”] D1 D2 P D3 QD3 QD1 QD2 Bell Bottoms Mini Hip Huggers Skirts Platforms 1. An “Increase in Taste” shifts the D curve right a. The Nehru jacket came & went in 6 months. b. Jordache jean demand created by TV c. Leisure suits and bell bottoms. d. Technological change may cause consumer taste to change[slide rules]. Increase in demand for dark chocolate after studies revealed that there were health benefits from eating it. Scientists have discovered that smokers who ate dark chocolate had less hardening of the arteries and a lowered risk of blood clots. D1 P D2 Advertising Can Shift “D” [& also impact QD] D1 D2 $45 QD1 QD2 D1 D2 Steak More income results in more demand for steak; less demand for spam. P QD1 QD2 Spam Less income results in more demand for spam; less demand for steak. 2. Change in Income Normal Good – goods whose demand varies directly with income. Inferior Good – goods whose demand varies inversely with income. Butter, filet, steel-belts, new clothing & new cars v. Margarine, spam, used tires, old clothing & old cars Income Demand For Spam Demand For Steak D1 D2 P More demand for both spam and steak. QD1 QD2 can increase/decrease from economic decisions, advertising, and government political decisions (China). Ex: The large “baby boom” of 1946-64 increased the demand for baby supplies. An increase in life expectancy increased demand for for medical care, retirement communities, and nursing homes. Increase in # of consumers If the iPod-Touch is expected to increase in price from $299 to $399. D1 D2 iPod-Touch P QD1 QD2 car Consumer expectations about future product price, future availability, & future income. Ex: When the Korean War broke out in the summer of 1950, new car sales boomed (also washers and refrigerators) out of the expectation of a production stoppage like during WWII. None occurred but it was the expectation that affected new car demand. D1 D 2 P Complement [Inverse] Gangsta Grills D D1 P1 D2 P P2 QD1 QD2 Chrysler 300s MV X PQ Substitute [Direct] Toyotas There are three types of goods. 1. Independent goods – price change of one has no impact on the other. Ex: fishhooks & pantyhose or salt & shoelaces 2. Substitute goods(“competing goods”) - price change of one affects the demand of the other directly. Ex: 7Up & Coke or Miller & Bud D1 D2 QD2 QD1 3. Complementary goods(“go together”) - price change of one affects the demand for the other inversely. Peanut butter & jelly D1 D2 Camera QD1 QD2 Film Cereal & milk Coffee & donuts [Increase in price of one; increase in “D” of the other] D1 D2 D P P2 QD QD P1 QD2 Price Of 7UP QD1 Demand for Dr Pepper [Decrease in price of one; increase in the “D” for the other] P1 P2 D 1 D2 QD1 QD2 Car Prices P QD QD Gasoline Demand No change in price I’m making more money without dropping my prices. They are so cheap that even dogs are buying cars Substitutes – Direct [Increase in price of one; increase in “D” of the other] D P P2 D1 D2 QD QD P1 QD2 QD1 Demand for Microsoft’s Zune Price of iPod Video 1977, Bill was arrested for running a stop sign and driving without a license. Substitutes - Direct D1 Price Of Chicken D2 Demand for Turkey Although both monitor & laptop QDs changed, it is still a “Change in D” for those two, because the QD changes were not triggered by a change in price. The price of desktop computers did change so there is a “Change in QD” for desktop computers. D1 D 2 P Complement [inverse] Monitor D P1 P2 QD1 QD2 Desktop Computers D1 D2 P Substitute [Direct] Laptops Substitutes - Direct D1 Price Of Windows Computers D2 Demand for Apple Computers Substitute/Complement Relationships D D1 “Substitutes” P1 Price Price P2 P D2 Decreases Decreases QD2 QD1 QD1 QD2 Hot Dogs [DIRECT] Hamburgers . D P1 “Complements” Demand Price Decreases Increases P D1 D2 P2 QD1 QD2 Pancakes [inverse] QD1 QD2 Syrup “TIMER” P Tastes [direct] Incomes -Normal [direct] & Inferior[inverse] Market Size(# of consumers) [direct] Expectations of consumers about [future price-direct; future income [direct]; and availability [inverse] Related Good Price Changes [substitutes-direct; complements-inverse] Helmets Increase in “QD” Decrease in “QD” [caused by a “decrease in price”] [caused by an “increase in price”] D D 1. Price change 2. Movement 3. Point to point P1 P2 [“Snap shot of 1 pt in time] P2 P1 QD2 QD1 QD1 QD2 D1 D2 P Change in “D” [“TIMER”] 1. Non-price 2. Whole curve 3. Shift D1 P D2 [“Time passes”] “Increase in D” What could cause an “increase in Demand?” 1. Increase in taste 2 .Increase in income [normal good] 3. Decrease in income [inferior good] 4. Increase in market size [# of consumers] “Decrease in D” 5. Expectations of a shortage 6. Expectations of a price increase 7. Expectations of positive future income 8. Incr in price of a substitute for product “X” 9. Decr in price of a complement of product “X” Change in QD [price change/movement/pt to pt] Change in D [curve] [non-price change/shift/whole curve] 5 Demand Shifters [“TIMER”] 1. Taste [direct] 2. Income [normal - direct] [inferior - inverse] 3. Market Size [number of consumers - direct] 4. Expectations [price, income, & availability] 5. Related Good Price changes [substitutes - direct] [complements - inverse] D 3 D 1 D2 D P1 P2 QD3 QD1 QD2 QD1 QD2 [“Moving” along the crab demand because of a crab price change] curve” “Shifting the crab demand curve” +/- QD/D + QD ___ ___ 1. Crab sales are affected by a drop in crab prices. D 2. An increase in income causes the demand curve for crab to shift. ___ + ___ +/- D/QD Graph The Black Boldfaced Items D 1. A population increase affects sales of Pepsi Colas. + ___ ___ - ___ ___ D 2. Consumer incomes in the city of Plano decrease, with the result that jewelry sales are affected. + QD ___ ___ 3. A camera store has a sale that features 25% off the price of all cameras. - QD ___ ___ 4. Texas imposes a 15% luxury tax on the sale of sailboats. ___ + ___ D 5. A frost in Florida destroys 60% of the orange crop and increases expectations about a future price increase of oranges. - ___ ___ D 6. Consumers expect the prices of digital cameras to decrease next month. - ___ ___ D 7. The sale of DVDs is affected by a 20% increase in the price of DVD players. D P2 DVD Players D1 [Complements - P1 INVERSE] DVDs + D 8. The sale of buns is affected by a 20% decrease in the price of ___ ___ QD2 QD1 hamburger meat. Hamburger meat D1 D [Complements - P1 INVERSE] P2 Buns + ___ D 9. The sale of Kangaroo meat in Europe [Roo Steak] is affected ___ by a 25% increase in the price of beef. QD1 QD2 P2 P1 D D1 Beef Kangaroo meat [Substitutes - DIRECT] + ___QD ___ 10. Dunkin Donuts lowers the price of donuts & experiences a change in sales. QD2 QD1 D P1 P2 D QD1 QD2 [INVERSE] Change in QD Price Change Point to Point Movement What is not held constant in these two graphs? Price P2 P1 QD2 QD1 “Change in Demand” D1 D1 D2 P P Q1 Q2 Do not confuse these two with “Chg in QD” Change in Demand Non-Price Change Whole Curve Shift D2 Q2 Q1 [D – “TIMER; QD – price change [inverse] MP3 Player Phone [stereo sound, downloadable sound games and ring tones] A __1. Which will cause an “Increase in D” for MP3 Player phones? a. increase in income c. increase in the price of MP3 Player phones b. decrease in income d. decrease in the price of MP3 Player phones ___2. Which will cause an “Increase in QD” for MP3 Player phones? C a. decrease in income c. decrease in the price of MP3 Player phones b. increase in income d. increase in the price of MP3 Player phones ___3. Which will cause a “Decrease in D” for Projectors? C a. increase in the price of projectors c. decrease in # of consumers b. decrease in the price of projectors d. increase in projector taste A ___4. Which will cause a “Decrease in QD” for Projectors? a. increase in the price of projectors c. decrease in # of consumers b. decrease in the price of projectorsd. increase in projector taste QD & D Practice Quiz[Snickers] 1. What would cause an “increase in QD” for Snickers? a. increase in price of Snickers b. decrease in price of Snickers c. decrease in income d. increase in number of consumers 2. What would cause an “increase in D” for Snickers? a. increase in taste c. decrease in income b. decrease in price of Snickers d. increase in the price of Snickers 3. What would cause a “decrease in QD” for Snickers? a. increase in taste b. decrease in price of Snickers c. increase in price of Snickers 4. What would cause a “decrease in D” for Snickers? a. decrease in income b. increase in taste c. decrease in price of Snickers 5. An “increase in the price of Butterfingers would cause a(n) (increase/decrease) in (QD/D) for Snickers? NS 1-10 1. (Demand/Supply) is identified as quantities consumers are willing and able to buy at various prices during a given time period. 2. The law of demand says that price & QD are (directly/inversely) related. 3. The most important variable influencing decisions to produce and purchase goods is (technique/price). (Price/income) is not held constant when moving along a stable demand curve. 4. Income effect-the increase or decrease in purchasing power brought on by a change in (taste/market size/price). 5. Substitution effect – tendency to substitute a (higher/lower) -priced product for a more expensive product. 6. Diminishing marginal utility – utility, or (determination/anger/satisfation) decreases as more of the same product [Snickers] is consumed. 7. The law of demand refers to a (movement/shift) along a demand curve. 8. Substituting chicken as the price of steak goes up is an example of the (income/substitution) effect. 9. When the price of caviar falls, the purchasing power of our money income rises & thus permits us to purchase more caviar. This is the (income/substitution) effect. 10. The demand (curve/schedule) is a numerical tabulation showing QD at each price. The demand (curve/schedule) is a graphical representation of the law of demand. NS 11 - 20 11. Elasticity of demand–the way price affects (attitude/quantity/market size). 12. (Inelastic/Elastic) demand – demand that is very responsive to price. [A small price increase causes a large decrease in quantity demanded.] 13. (Inelastic/Elastic) demand-when a change in price has little impact on QD. 14. The 3-item test for elastic demand are substitutes, luxury items, 15. 16. 17. 18. 19. and (inexpensive/expensive) items. The 3-item test for inelastic demand are no substitutes, necessities, and (inexpensive/expensive) items. Expensive cars have (inelastic/elastic) demand. Pepsi Cola has (inelastic/elastic) demand. Insulin has (inelastic/elastic) demand. The elastic demand curve is more (horizontal/vertical). [much change] 20. The inelastic demand curve is more (horizontal/vertical). [not much change] NS 21-26 21. With the invention of the calculator, the demand curve for the slide rule (increased/decreased). 22. When Forest Gump went to China & the U.S. followed by opening up relations with China, the demand curve for Coke (increased/decreased). 23. An increase in income would (increase/decrease) the demand for used clothing. [inferior good] 24. A decrease in income would (increase/decrease) the demand for lobster. [normal good] 25. A decrease in the price of product X [lumber] will (incr/decr) the demand for the complementary product Y. [nails] 26. After Brooke Shields[15] did her national TV ads[“Nothing comes between me and my Calvin’s”], the “D” curve moved (right/left). $45 NS 27-38 27. An increase in the price of Pepsi causes the demand curve for Coke to move to the (right/left). 28. If there is a sale on shirts, the demand curve for ties will move to the (right/left). 29. If a man’s workplace is about to close down, his demand curve for major purchases would move to the (right/left). 30. If a cure for lung cancer were found, the demand curve for cigarettes would move to the (right/left). 31. If the price of pancakes decreases, the demand for syrup, a complement, will (increase/decrease). 32. If the price of butter decreases, the demand for margarine will (incr/decr). 33. A “change in QD” is caused by (price change/TIMER) [a “movement”] 34. A “change in D” is caused by (price change/TIMER) [a “shift”] e “Econ, Econ”. Let tell you about econ. The End 1. Madonna gave a concert at the AAC after doubling the ticket price and experiencing a change in anticipated attendance. 2. A decrease in taste causes the demand for lobster to shift. 3. A 20% increase in the price of Pepsi affect the sale of Coke. 4. Consumers expect the price of cell phones to increase 25% next month. 5. The sale of Ford F150s is affected when the U.S. begins trading with Cuba. 6. New autos decrease in price by 20% & the sale of gasoline is affected. 7. Victoria’s Secret increases the price of its thongs by 40% and experiences a change in the volume of sales. 8. Britney Spears triples the price of her album, “Oops, I flunked Econ Again,” and sales are affected. 9. A drought in Texas destroys 40% of the state’s peaches & increases consumer expectations about a future price increase of peaches. 10. A 15% decrease in the price of motorcycles affect the sale of helmets. Taste [direct] Income [normal-direct] [inferior-inverse] Market Size [# of consumers-direct] Expectations [price-direct] [income-direct] [availability-inverse] Related Good Price Changes8.–QD [subs-direct] [complements-inverse] 6.+D 7.–QD 9.+D 10.+D 1.–QD 2. –D 3. +D 4.+D 5.+D 1. Christina gave a concert at the AAC after lowering the ticket price and experiencing a change in anticipated attendance. 2. An increase in taste causes the demand curve for lobster to shift. 3. The sale of coke is affected by a 20% decrease in the price of Pepsi. 4. Consumers expect the price of XBOX to decrease 25% next month. 5. The sale of Dr Pepper is affected when the U.S. goes to war with China. 6. New SUVs decrease in price by 30% & the sale of gasoline is affected. 7. Victoria’s Secret decreases the price of its teddies by 50% and experiences a change in the volume of sales. 8. The Spice Girls lower the price of their album, “Oops, We Actually Passed Econ,” and sales are affected. 9. A freeze in California destroys 70% of the state’s oranges and increases consumer expectations about a future price increase of oranges. 10. A 50% increase in the price of bread affect the sale of bagels. Taste [direct] Income [normal-direct] [inferior-inverse] Market Size2.+D [# of consumers-direct] 1.+QD 3. -D 4.-D 5. -D Expectations [price-direct] [income-direct] [availability-inverse] 6.+D 7.+QD 8.+QD [complements-inverse] 9.+D 10.+D Related Good Price Changes[subs-direct] Review of Demand D iPhone $399.00 [with 2 yr contract] [8GB] Reasons For Downsloping “D” Curve 1. Income Effect –current buyers buy more. 2. Substitution Effect– new buyers now purchase. 3. Diminishing Marginal Utility - because buyers of successive units receive less marginal utility, they will buy more only when the price is lowered. Change in QD 1. Price change 2. Movement Price QD $250.00 [up/down the demand curve] 3. Point to point [along the curve] Inverse relationship QD2 curve”. [“all prices”] “D” refers toQD the1“whole “QD” refers to a “point on the curve” based on a “particular price.” “Demand Shifters” [“TIMER”] 1. 2. 3. 4. Taste [direct] Income [normal-direct] [inferior-inverse] Market Size [number of consumers-direct] Expectations [of consumers about future price-direct, about future availability-inverse, or about future income–direct. 5. Related Good Prices [substitutes-direct] [complements-inverse] D3 D 1 D3 D1 D2 P Games for PS3 D1 D2 P P2 Complement [inverse] P P1 D QD1 QD2 PS3 Substitute [Direct] XBOX Changes in “D” [curve] 1. Non price change [“TIMER”] 2. Whole “D” curve shifts QD3 QD1 QD2 [There is a change in “QD” but it is not caused by a change in “price.” [QD-“singe price”; D-”all prices”] A decrease in taste for videos results in a decrease in demand. D1 D2 An increase in taste for DVDs results in an increase in demand. D3 P QD3 QD1 QD2 New Cars D1 More income results in more demandP for new cars; less demand for used cars. D2 Used Cars QD1 QD2 Less income results in more demand for used cars; less demand for new cars. This is what we told one billion Chinese, as new potential consumers, when we opened trade relations with them in 1972. D1 D2 P New Cars More demand for both normal & inferior goods QD1 QD2 Used Cars $399 If Steve Jobs responds to iRate customers who bought the iPhone at $599 and says, “iSorry, we will raise the price back to $599 in 3 weeks.” D1 D2 Buy it now to save money. iPhone P QD1 QD2 Let’s say that we are coming out of recession & consumers feel secure about their jobs. [Positive future income] D1 D2 P QD1 QD2 Let’s say that we are going into a recession and consumers don’t feel secure about their jobs. [Negative future income] D1 D2 P QD2QD1 D1 D 2 D D1 P1 P D2 P P2 Complement [Inverse] Milk QD1 QD2 Cereal Substitute [Direct] Pop Tarts D Coke P1 D1 Dr Pepper D2 P2 D Substitutes - Direct Motorcycles D1 D2 P1 P2 QD1 QD2 Helmets D P1 P2 D QD1 QD2 [INVERSE] Change in QD Price Change Point to Point Movement What is not held constant in these two graphs? Price P2 P1 QD2 QD1 “Change in Demand” D1 D1 D2 P P Q1 Q2 Do not confuse these two with “Chg in QD” Change in Demand Non-Price Change Whole Curve Shift D2 Q2 Q1 [D – “TIMER; QD – price change [inverse] [Revised from previous] __1. Which B of the following will cause an “Decrease in D” for iPod nanos? a. increase in income c. increase in the price of iPod nanos b. decrease in income d. decrease in the price of iPod nanos D ___2. Which will cause an “Decrease in QD” for iPod nanos? a. decrease in income c. decrease in the price of iPod nanos b. increase in income d. increase in the price of iPod nanos D ___3. Which of the following will cause a “Increase in D” for HDTVs? a. increase in the price of HDTVs c. decrease in # of consumers b. decrease in the price of HDTVs d. increase in HDTV taste B ___4. Which of the following will cause a “Increase in QD” for HDTVs? a. increase in the price of HDTVs b. decrease in the price of HDTVs c. decrease in # of consumers d. increase in IPOD taste QD & D Practice Quiz [“Revised”] 1. What would cause a “decrease in QD” for KitKats? a. increase in price of KitKats c. decrease in income b. decrease in price of KitKats d. increase in number of consumers a. increase in taste c. decrease in income b. decrease in price of Kitkats d. increase in the price of KitKats 2. What would cause a “decrease in D” for KitKats? 3. What would cause an “increase in QD” for KitKats? a. increase in taste b. decrease in price of KitKats c. increase in price of KitKats 4. What would cause an “increase in D” for KitKats? a. increase in # of consumers b. decrease in taste b. decrease in price of KitKats 5. A “decrease in the price of Reese’s would cause a(n) (increase/decrease) in (QD/D) for KitKats? Elastic/Inelastic Demand . Go over Total Receipts Test For Elastic & Inelastic