<< Chapter < Page Chapter >> Page >

By the end of this section, you will be able to:

  • Analyze how price elasticities impact revenue
  • Evaluate how elasticity can cause shifts in demand and supply
  • Predict how the long-run and short-run impacts of elasticity affect equilibrium
  • Explain how the elasticity of demand and supply determine the incidence of a tax on buyers and sellers

Studying elasticities is useful for a number of reasons, pricing being most important. Let’s explore how elasticity relates to revenue and pricing, both in the long run and short run. But first, let’s look at the elasticities of some common goods and services.

[link] shows a selection of demand elasticities for different goods and services drawn from a variety of different studies by economists, listed in order of increasing elasticity.

Some Selected Elasticities of Demand
Goods and Services Elasticity of Price
Housing 0.12
Transatlantic air travel (economy class) 0.12
Rail transit (rush hour) 0.15
Electricity 0.20
Taxi cabs 0.22
Gasoline 0.35
Transatlantic air travel (first class) 0.40
Wine 0.55
Beef 0.59
Transatlantic air travel (business class) 0.62
Kitchen and household appliances 0.63
Cable TV (basic rural) 0.69
Chicken 0.64
Soft drinks 0.70
Beer 0.80
New vehicle 0.87
Rail transit (off-peak) 1.00
Computer 1.44
Cable TV (basic urban) 1.51
Cable TV (premium) 1.77
Restaurant meals 2.27

Note that necessities such as housing and electricity are inelastic, while items that are not necessities such as restaurant meals are more price-sensitive. If the price of the restaurant meal increases by 10%, the quantity demanded will decrease by 22.7%. A 10% increase in the price of housing will cause a slight decrease of 1.2% in the quantity of housing demanded.

Read this article for an example of price elasticity that may have affected you.

Does raising price bring in more revenue?

Imagine that a band on tour is playing in an indoor arena with 15,000 seats. To keep this example simple, assume that the band keeps all the money from ticket sales. Assume further that the band pays the costs for its appearance, but that these costs, like travel, setting up the stage, and so on, are the same regardless of how many people are in the audience. Finally, assume that all the tickets have the same price. (The same insights apply if ticket prices are more expensive for some seats than for others, but the calculations become more complicated.) The band knows that it faces a downward-sloping demand curve; that is, if the band raises the price of tickets, it will sell fewer tickets. How should the band set the price for tickets to bring in the most total revenue, which in this example, because costs are fixed, will also mean the highest profits for the band? Should the band sell more tickets at a lower price or fewer tickets at a higher price?

The key concept in thinking about collecting the most revenue is the price elasticity of demand. Total revenue is price times the quantity of tickets sold. Imagine that the band starts off thinking about a certain price, which will result in the sale of a certain quantity of tickets. The three possibilities are laid out in [link] . If demand is elastic at that price level, then the band should cut the price, because the percentage drop in price will result in an even larger percentage increase in the quantity sold—thus raising total revenue. However, if demand is inelastic at that original quantity level, then the band should raise the price of tickets, because a certain percentage increase in price will result in a smaller percentage decrease in the quantity sold—and total revenue will rise. If demand has a unitary elasticity at that quantity, then a moderate percentage change in the price will be offset by an equal percentage change in quantity—so the band will earn the same revenue whether it (moderately) increases or decreases the price of tickets.

Questions & Answers

what is Price mechanism
Dhany Reply
introduction to economics
Uday Reply
welfare definition of economics
Uday
examine the wealth and welfare definitions of economics
Uday
read book by ml jhingan
Anand
What do we mean by Asian tigers
Aeesha Reply
Dm me I will tell u
Shailendra
Hi
Aeesha
hi
Pixel
What is Average revenue
KEMZO
How are u doing
KEMZO
it is so fantastic
metasebia
uday
Uday
it is a group of 4 countries named Singapore, South Korea, Taiwan and Hong Kong because their economies are growing very faster
Anand
what's a demand
Edward Reply
it is the quantity of commodities that consumers are willing and able to purchase at particular prices and at a given time
Munanag
quantity of commodities dgat consumers are willing to pat at particular price
Omed
demand depends upon 2 things 1wish to buy 2 have purchasing power of that deserving commodity except any from both can't be said demand.
Bashir
Demand is a various quantity of a commodities that a consumer is willing and able to buy at a particular price within a given period of time. All other things been equal.
Vedzi
State the law of demand
Vedzi
The desire to get something is called demand.
Mahabuba
what is the use of something should pay for its opportunity foregone to indicate?
Random Reply
Why in monopoly does the firm maximize profits when its marginal revenue equals marginal cost
astrid Reply
different between economic n history
Falma Reply
If it is known that the base change of RM45 million, the statutory proposal ratio of 7 per cent, and the public cash holding ratio of 5 per cent, what is the proposed ratio of bank surplus to generate a total deposit of RM 300 million? 
Jeslyne Reply
In a single bank system, a bank can create a deposit when it receives a new deposit in cash. If a depositor puts a cash deposit of RM10,000 into the bank, assume the statutory reserve requirement is 7% and the bank adopts a surplus reserve of 8%. a. Calculate the amount of deposits made at the end o
Jeslyne
the part of marginal revenue product curve lies in the _ stage of production is called form demand curve for variable input.
Bashir Reply
The cost associated with the inputs owned by the farmer is termed as
Bashir
the cost associated with inputs owned by the farmer is termed as ____
Bashir
why do we study economic
Nwobodo Reply
we study economics to know how to manage our limited resources
Eben
တစ်ဦးကျဝင်​ငွေ
myo
we study economics the know how to use our resources and where to put it
Mamoud
what is end
Nwobodo
we study economics to make rational decision
Gloria
we study economics only to know how to effectively and efficiently allocate our limited resource in other to meet our unlimited wants
Kpegba
We study economics inorder for us to know the difference of the needs and wants and aslo how to use the limited resources that are available
Bongani
who is the father of economy
Yajanyi Reply
adam smith
ibrahim
Adam smith
Somnath
professor Lionel Robins
Abraham
adam smith
albert
mariginal utility is finalized by who?
Barsharani
marshall
Aadi
Adam Smith
Laila
Adam smith
Mamoud
Adam Smith
Bongani
Adam smith
Veronica
adam smith barter system
Omed
why we study economics
Kitojo Reply
what is equilibrium price?
BENJAMIN Reply
This is the price In which quantity demanded is equal to the quantity supplied.
Binta
what is the principle of demand
Udoh
is when the price of two item is equal
Mamoud
is the market price at which the demand curve and supply curve of particular commodity interest.
Kpegba
can we say that without macroeconomics,microeconomics can succeed? and why?
Kpegba
equilibrium price is when prices are equal
Ramon
equilibrium price is a point at which demand and supply curve meet
Vedzi
please can you give us the correct answer after the lesson to be compared to our answers
Gloria Reply
in what?
ibrahim
why economics is the real life subject
Kitojo
because it is subjected to human decisions
Kpegba
why might an increase in money national income not necssarily lead to an increase in the standards of living
Multin
pls,who is a legal tender.can you explain well
Mary Reply
We think, that the legal tender is a form of payment of a debt or anything related, but which is not necessarily money. that can be bank notes, or coins for instance. but the bottom line is the legal tender is required to be recognized by the law, but it varies according to the jurisdiction.
Pierre
Thanks
Mary
Is it something like cheque
Mary
legal tender is anything that can be accepted for payment within a country
Tyson
good
Philo
is Something legally accepted in a particular place
Mamoud

Get Jobilize Job Search Mobile App in your pocket Now!

Get it on Google Play




Source:  OpenStax, Principles of economics. OpenStax CNX. Sep 19, 2014 Download for free at http://legacy.cnx.org/content/col11613/1.11
Google Play and the Google Play logo are trademarks of Google Inc.

Notification Switch

Would you like to follow the 'Principles of economics' conversation and receive update notifications?

Ask