Transcript Individual Demand Curves

Chapter 3
Individual
Demand
Curves
© 2004 Thomson Learning/South-Western
Individual Demand Curves
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This chapter studies how people change their
choices when conditions such as income or
changes in the prices of goods affect the
amount that people choose to consume.
This chapter then compares the new choices
with those that were made before conditions
changed
The main result of this approach is to construct
an individual’s demand curve
Demand Functions
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If we knew a person’s preferences and all the
economic forces that affect his or her choices,
we could predict how much of each good
would be chosen.
This summarizes this information in a demand
function: a representation of how quantity
demanded depends on prices, income, and
preferences.
Demand Function
Quantityof X demanded d x ( PX , PY , I ; preferences)
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The three elements that determine the quantity
demanded are the prices of X and Y, the
person’s income (I), and the person’s
preferences for X and Y.
Preferences appear to the right of the semicolon
because we assume that preferences do not
change during the analysis.
Homogeneous Demand Function
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Individual demand functions are homogeneous
since quantity demanded does not change
when prices and income increase in the same
proportion.
The budget constraint PXX + PYY = I is
identical to the budget constraint 2PXX + 2PYY
= 2I.
Graphically the lines are the same.
Changes in Income
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When a person’s income increase, while prices
remain the same, the quantity purchased of
each good might increase.
This situation is shown in Figure 3.1 where the
increase in income is shown as the budget line
shifts out from I1 to I2 to I3.
The slope of the budget lines are the same
since the prices have not changed .
FIGURE 3.1: Effect of Increasing Income on
Quantities of X and Y Chosen
Quantity of Y
per week
Y1
U1
I1
7
0
X1
Quantity of X
per week
FIGURE 3.1: Effect of Increasing Income on
Quantities of X and Y Chosen
Quantity of Y
per week
Y2
U2
Y1
U1
I1
8
0
X1 X2
I2
Quantity of X
per week
FIGURE 3.1: Effect of Increasing Income on
Quantities of X and Y Chosen
Quantity of Y
per week
Y3
Y2
U3
U2
Y1
U1
I1
9
0
X1 X2 X3
I2
I3
Quantity of X
per week
Changes in Income
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In response to the increase in income the
quantity of X purchased increases from X1 to
X2 and X3 while the quantity purchased of Y
also increases from Y1 to Y2 to Y3.
Increases in income make it possible for a
person to consume more reflected in the
outward shift in the budget constraint that
allows an increase in overall utility.
Normal Goods
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A normal good is one that is bought in greater
quantities as income increases.
If the quantity increases more rapidly than
income the good is called a luxury good as with
good Y in Figure 3.1.
If the quantity increases less rapidly than
income the good is called a necessity good as
with good X in Figure 3.1.
APPLICATION 3.1: Engel’s Law
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One important generalization about consumer
behavior is that the fraction of income spent on
food tends to decline as income increases.
This finding was discovered by Prussian
economists Ernst Engel (1821-1896).
Table 1 show Engel’s data with Table 2
showing recent data for U.S. consumers.
TABLE 1: Percentage of Total Expenditures of
Various Items in Belgian Families in 1853
Expenditure Item
Food
Clothing
Lodging, light, and fuel
Services (education, legal, health)
Comfort and recreation
Total
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Annual Income
$225-$300 $450-$600 $750-$1000
62.0%
16.0
17.0
4.0
1.0
100.0
55.0%
18.0
17.0
7.5
2.5
100.0
50.0%
18.0
17.0
11.5
3.5
100.0
TABLE 2: Percentage of Total Expenditures
by U.S. Consumers on Various Items, 2000
Item
Food
Clothing
Housing
Other Items
Total
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Annual Income (000)
$15 - 20
$40 - 50
$70+
15.4%
4.8
32.9
46.9
100.0
14.7%
4.7
30.4
50.2
100.0
11.4%
5.3
30.2
53.1
100.0
Inferior Goods
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An inferior good is one that is bought in smaller
quantities as income increases.
In Figure 3.2 as income increases from I1 to I2
to I3, the consumption of inferior good Z
decreases.
Goods such as “rotgut” whiskey, potatoes, and
secondhand clothing are examples of inferior
goods.
FIGURE 3.2: Indifference Curve Map
Showing Inferiority
Quantity of Y
per week
Y1
0
16
U1
Z1
I1
Quantity of Z
per week
FIGURE 3.2: Indifference Curve Map
Showing Inferiority
Quantity of Y
per week
Y2
U2
Y1
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0
Z2 Z1
U1
I1
I2
Quantity of Z
per week
FIGURE 3.2: Indifference Curve Map
Showing Inferiority
Quantity of Y
per week
Y3
U3
Y2
U2
Y1
18
0
Z3 Z2 Z1
U1
I1
I2
I3
Quantity of Z
per week
Changes in a Good’s Price
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A change in the price of one good causes both
the slope and an intercept of the budget line to
change.
The change also involves moving to a new
utility-maximizing choice on another
indifference curve with a different MRS.
The quantity demanded of the good whose
price has changed changes.
Substitution Effect
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The part of the change in quantity demanded
that is caused by substitution of one good for
another is called the substitution effect.
This results in a movement along an
indifference curve.
Consumption has to be changed to equate
MRS to the new price ratio of the two goods.
Income Effect
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The part of the change in quantity demanded
that is caused by a change in real income is
called the income effect.
The price change also changes “real”
purchasing power and consumers will move to
a new indifference curve that is consistent with
this new purchasing power.
Substitution and Income Effects
from a Fall in Price
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As shown in Figure 3.3, when the price of good
X falls, the budget line rotates out from the
unchanged Y axis so that the X intercept lies
father out because the consumer can now buy
more X with the lower price.
The flatter slope means that the relative price
of X to Y (PX/PY) has fallen.
Substitution Effect from a Fall in
Price
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The consumer was originally maximizing utility
at X*, Y* in Figure 3.3.
After the fall in the price of good X, the new
utility maximizing choice is X**, Y**.
The substitution effect is the movement on the
original indifference curve to point B.
FIGURE 3.3: Income and Substitution
Effects of a Fall in Price
Quantity of Y
per week
Y*
U1
0
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X*
Quantity of X
per week
FIGURE 3.3: Income and Substitution
Effects of a Fall in Price
Quantity of Y
per week
Old budget constraint
Y*
B
New budget constraint
U1
0
25
X*
XB
Substitution
effect
Quantity of X
per week
FIGURE 3.3: Income and Substitution
Effects of a Fall in Price
Quantity of Y
per week
Old budget constraint
Y**
Y*
U2
B
New budget constraint
U1
0
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X*
XB X**
Substitution Income
effect
effect
Total increase in X
Quantity of X
per week
Substitution Effect from a Fall in
Price
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If the individual had to stay on the U1 with the
new price ratio, the consumer would choose B
since that is the point where the MRS is equal
to the slope of the new budget line (shown by
the dashed line).
Staying on the same indifference curve is the
same as holding “real” income constant.
The consumer buys more good X.
Income Effect
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The movement from point B to X**, Y** results
from the increase in purchasing power.
Because PX falls but nominal income (I)
remains the same, the individual’s “real”
income increases so that he or she can be on
utility level U3.
The consumer buys more good X.
The Effects Combined
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Using the hamburger-soft drink example from
Chapter 2, suppose the price of soft drinks falls
from $.50 to $.25.
Previously the consumer could purchase up to
20 soft drinks, but now he or she can purchase
up to 40.
This price decrease shifts the budget line
outward and increases utility.
The Effects Combined
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If the consumer bought his or her previous
choice it would now cost $7.50 so that $2.50
would be unspent.
If the individual stayed on the old indifference
curve he or she would equate MRS to the new
price ratio (consuming 1 hamburger and 4 soft
drinks).
This move is the substitution effect.
The Effects Combined
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Even with constant real income the consumer
will buy more soft drinks since the opportunity
cost of eating a burger in terms of the soft
drinks forgone is now higher.
Since real income has increased the person
will choose to buy more soft drinks so long as
soft drinks are a normal good.
Substitution and Income Effects
from an Increase in Price
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An increase in PX will shift the budget line in as
shown in Figure 3.4.
The substitution effect, holding “real” income
constant, is the move on U2 from X*, Y* to point
B.
Because the higher price causes purchasing
power to decrease, the movement from B to
X**, Y** is the income effect.
FIGURE 3.4: Income and Substitution
Effects of an Increase in Price
Quantity of Y
per week
U2
New budget constraint
Y*
Old budget constraint
0
33
X*
Quantity of X
per week
FIGURE 3.4: Income and Substitution
Effects of an Increase in Price
Quantity of Y
per week
U2
U1
B
New budget constraint
Y*
Old budget constraint
0
34
XB
X*
Quantity of X
Substitution per week
effect
FIGURE 3.4: Income and Substitution
Effects of an Increase in Price
Quantity of Y
per week
U2
U1
B
Y**
New budget constraint
Y*
Old budget constraint
0
35
X** XB
X*
Income Substitution
effect
effect
Total reduction
in X
Quantity of X
per week
Substitution and Income Effects
from an Increase in Price
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In Figure 3.4, both the substitution and income
effects cause the individual to purchase less
soft drinks do to the higher price of soft drinks.
Substitution and Income Effects for
a Normal Good: Summary
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As shown in Figures 3.3 and 3.4, the
substitution and income effects work in the
same direction with a normal good.
When the price falls, both the substitution and
income effects result in more purchased.
When the price increases, both the
substitution and income effects result in less
purchased.
Substitution and Income Effects for
a Normal Good: Summary
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This provides the rational for drawing
downward sloping demand curves.
This also helps to determine the steepness of
the demand curve.
If either the substitution or income effects are
large, the change in quantity demanded will be
large with a given price change.
Substitution and Income Effects for
a Normal Good: Summary
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If the substitution and income effects are small,
the effect of a given price change in the
quantity demanded will also be small.
This kind of analysis also offers a number of
insights about some commonly used economic
statistics.
APPLICATION 3.2: The Consumer Price
Index and Its Biases
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The Bureau of Labor Statistics monthly
calculates the Consumer Price Index (CPI)
which is a principal measure of inflation in the
U.S..
To construct the CPI, a typical market basket of
commodities purchased by consumers in the
base year (currently 1982) is calculated.
APPLICATION 3.2: The Consumer Price
Index and Its Biases
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The ratio of the current cost of the basket to
the base year price is the measure of the value
of the CPI.
The rate of change in the CPI between two
periods is the reported rate of inflation.
An Algebraic Example
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Suppose the 1982 typical market basket
contained X82 of good X and Y82 of good Y.
The prices of these goods are PX82 and PY82 .
The cost of this bundle in the 1982 base year
would be written as
Cost of bundle in 1982 
B 82  PX82  X 82  PY82  Y 82 .
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An Algebraic Example
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To compute the cost of the same bundle of
goods in, say 2002, requires that we compute
the cost of the bundle using current prices
( PX02 , PY02 )
Cost of bundle in 2002 
B  P  X 82  P  Y82 .
02
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02
X
02
Y
An Algebraic Example
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The CPI is defined as the ratio of the costs of
these two market baskets
B 02
CPI(for2002) 82 .
B
If the basket cost $100 in 1982 prices and
$180 in 2002, the value of the CPI would be
1.80 and with a measured 80 percent increase
in prices over the 20 year period.
Substitution Bias in the CPI
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The CPI does not take into account the real
possibility that consumers would substitute
among commodities because of changes in
relative prices.
In Figure 1, the typical individual is initially
consuming X82, Y82 maximizing utility on U1
with 1982 constraint I.
FIGURE 1: Substitution Bias of the
Consumer Price Index
Quantity of
Y per year
Y82
I
0
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X82
U1
I”
I’
Quantity of
X per year
Substitution Bias in the CPI
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Suppose the 2002 relative prices change so
that PX/PY falls.
The cost of the 1982 bundle in terms of 2002
prices is reflected in the constraint I’ which is
flatter and goes though the 1982 bundle.
The consumer would substitute X for Y and
stay on U1 on budget line I’’.
Substitution Bias in the CPI
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Since I’’ is inside I’ (which is used to compute
the CPI), the CPI tends to overstate the
inflation rate.
Unfortunately, adjusting the CPI to take such
substitution into account is difficult because it
would require that we know the utility function
of the typical consumer.
New Product Bias in the CPI
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New products typically experience sharp
declines in prices and rapidly grow in rates of
acceptance.
If the CPI does not include these new products,
this source of welfare increase is omitted.
The CPI basket is revised but not rapidly
enough to eliminate this bias.
Outlet Bias in the CPI
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The typical basket is bought at the same retail
outlets every month.
This method can omit the benefits of sales or
other bargains.
The CPI does not currently take such pricereducing strategies and thus tends to overstate
inflation.
Consequences of the CPI Biases
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Measuring and correcting for these biases is
not an easy task.
The CPI is such a widely used measure of
inflation that any change becomes a hot
political issue.
However, there is a general agreement that the
CPI overstates inflation by as much as 0.75 to
1.0 percent per year.
Consequences of the CPI Biases
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Politicians have proposed caps on Cost of
Living Adjustments (COLAs) tied to the CPI on
government programs, but none have yet been
enacted.
However, the private sector has adjusted so
that few private COLAs provide full offsets to
inflation measured by the CPI.
Substitution and Income Effects for
Inferior Goods
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With an inferior good, the substitution effect
and the income effects work in opposite
directions.
The substitution effect results in decreased
consumption for a price increase and
increased consumption for a price decrease.
Substitution and Income Effects for
Inferior Goods
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The income effect results in increased
consumption for a price increase and
decreased consumption for a price decrease.
Figure 3.5 shows the two effects for an
increase in PX.
The substitution effect, holding real income
constant, is shown by the move from X*, Y* to
point B both on U2.
FIGURE 3.5: Income and Substitution
Effects for an Inferior Good
Quantity of Y
per week
Y*
U2
Old budget constraint
55
0
X*
Quantity of X
per week
FIGURE 3.5: Income and Substitution
Effects for an Inferior Good
Quantity of Y
per week
B
New budget constraint
Y*
U2
Old budget constraint
Y**
56
0
U1
X*
Quantity of X
FIGURE 3.5: Income and Substitution
Effects for an Inferior Good
Quantity of Y
per week
B
New budget constraint
Y*
U2
Old budget constraint
Y**
57
0
U1
X**
X*
Quantity of X
Substitution and Income Effects for
Inferior Goods
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The income effect reflects the reduced
purchasing power due to the price increase.
Since X is an inferior good, the decrease in
income results in an increase in the
consumption of X shown by the move from
point B on U1 to the new utility maximizing
point X**, Y** on U1.
Substitution and Income Effects for
Inferior Goods
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Since X** is less than X* the price increase in X
results in a decrease in the consumption of X.
This occurs because the substitution effect, in
this example, is bigger than the income effect.
Thus, if the substitution effect dominates, the
demand curve is negatively sloped.
Giffen’s Paradox
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If the income effect of a price change is strong
enough with an inferior good, it is possible for
the quantity demanded to change in the same
direction as the price change.
Legend has it that this phenomenon was
observed by English economist Robert Giffen.
Giffen’s Paradox
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When the price of potatoes rose in Ireland the
consumption of potatoes also increased.
Potatoes were not only an inferior good but
constituted the source of a large portion of Irish
people’s income.
The situation I which an increase in a good’s
price leads people to consume more of the
good is called Giffen’s paradox.
The Lump Sum Principle
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The “lump-sum principle” hold that taxes that
are imposed on general purchasing power will
have a smaller welfare costs than will taxes
imposed on a narrow selection of commodities.
Consider Figure 3.6 where the individual
initially has I dollars to spend and chooses to
consume X* and Y* yielding U3 utility.
FIGURE 3.6: The Lump-Sum Principle
Quantity of Y
I
Y*
U3
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X*
Quantity of X
per week
The Lump Sum Principle
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A tax on only good X raises its price resulting in
budget constraint I’ and consumption reduced
to X1, Y1 and utility level U1.
A general income tax that generates the same
total tax revenue is represented by budget
constraint I’’ that goes though X1, Y1.
FIGURE 3.6: The Lump-Sum Principle
Quantity of Y
I
Y1
Y*
Y2
65
I’
U3
X1
X*
U1
Quantity of X
per week
FIGURE 3.6: The Lump-Sum Principle
Quantity of Y
I
Y1
Y*
Y2
I’
I”
U3
U2
66
X1
X2 X*
U1
Quantity of X
per week
The Lump Sum Principle
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The utility maximizing choice on I’’ is X2, Y2
yielding utility level U2.
The lump-sum general income tax generates
the same amount of tax revenue but leaves the
consumer on a higher utility level (U2) than the
utility level associated with the tax only on
good X (U1).
The Lump Sum Principle
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The intuitive explanation of the lump-sum
principle is that a single-commodity tax affects
people in two ways:
–
–
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it reduces their purchasing power,
it directs consumption away from the good being
taxed.
The lump-sum tax only has the first of these
two effects.
Generalizations of the Lump-Sum
Principle
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The utility lass associated with the need to
collect a certain amount of tax revenue will be
minimized by taxing goods for which the
substitution effect is small.
Even though the tax will reduce purchasing
power, it will minimize the impact of directing
consumption away from the good being taxed.
APPLICATION 3.3: Wouldn’t Cash Be a
Better Way to Help Poor People?
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70
The lump-sum principle suggests that the
trends in expanding in-kind programs may be
unfortunate
These programs do not generate as much
welfare for people as would the spending of the
same funds in a cash program
APPLICATION 3.3: Wouldn’t Cash Be a
Better Way to Help Poor People?
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In Figure 1 a subsidy on good X (constraint
I’) raises utility to U2
For the same funds, an income grant (I’’)
raises utility to U3
FIGURE 1: The Superiority of an
Income Grant
Y per
period
I’’
U3
B
I
I’
U2
U1
X per period
72
Changes in the Price of Another
Good
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When the price of one good changes, it usually
has an affect on the demand for the other
good.
In Figure 3.3, the increase in the price of X (a
normal good) caused both an income and
substitution effect that caused a reduction in
the quantity demanded of X.
Changes in the Price of Another
Good
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In addition, the substitution effect caused a
decrease in the demand for good Y as the
consumer substituted good X for good Y.
However, the increase in purchasing power
brought about by the price decrease causes an
increase in the demand for good Y (also a
normal good).
Changes in the Price of Another
Good
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Since, in this case, the income effect had a
dominant effect on good Y, the consumption of
Y increased due to a decrease in the price of
good X.
With flatter indifference curves as shown in
Figure 3.7, the situation is reversed.
A decrease in the price of good X causes a
decrease in good Y, as before.
FIGURE 3.7: Effect on the Demand for Good Y
of a Decrease in the Price of Good X
Quantity of Y
per week
Old budget constraint
Y*
U1
76
0
X*
Quantity of X
per week
FIGURE 3.7: Effect on the Demand for Good
Y of a Decrease in the Price of Good X
Quantity of Y
per week
Old budget constraint
A
Y*
B
New budget constraint
U2
U1
77
0
X*
Quantity of X
per week
FIGURE 3.7: Effect on the Demand for Good
Y of a Decrease in the Price of Good X
Quantity of Y
per week
Old budget constraint
A
Y*
Y**
B
C
New budget constraint
U2
U1
78
0
X*
X**
Quantity of X
per week
Changes in the Price of Another
Good
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79
However, in this case, the income effect is
much smaller than the substitution effect so
that the consumer ends up consuming less of
good Y at Y** after the decrease in the price of
X.
Thus, the effect of a change in the price of one
good has an ambiguous effect on the demand
for the other good.
Complements
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80
Complements are goods that go together in the
sense that people will increase their use of
both goods simultaneously.
Two goods are complements if an increase in
the price of one causes a decrease in the
demanded of the other or a decrease in the
price of one good causes an increase in the
demand for the other.
Substitutes
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81
Substitutes are goods that are goods that are
used for essentially the same purpose.
Two goods such that if the price of one
increases, the demand for the other rises are
substitutes.
If the price of one good decreases and the
demand for the other good decreases, they are
also substitutes.
APPLICATION 3.4: Why Are So Many
“Trucks” on the Road?
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82
There has been a huge gain in truck registrations over
the past 10 years
The Department of Transportation regards a wide
variety of automobile-like vehicles as “trucks” (like
vans, minivans, and SUVs)
One of the most important reasons in the trend toward
SUVs has been a sharp decline in real gasoline prices
There has been a substitution away from more
traditional automobiles.
Construction of Individual Demand
Curves
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83
An individual demand curve is a graphic
representation between the price of a good and
the quantity of it demanded by a person
holding all other factors (preferences, the
prices of other goods, and income) constant.
Demand curves limit the study to the
relationship between the quantity demanded
and changes in the own price of the good.
Construction of Individual Demand
Curves
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In Panel a of Figure 3.8 an individual’s
indifference curve map is drawn using three
different budget constraints in which the price
of X decreases.
The decreasing prices are P’X, P”X, and P’’’X
respectively.
The individual’s utility maximizing choices of X
are X’, X’, and X’’’ respectively.
FIGURE 3.8: Construction of an
Individual’s Demand Curve
Quantity of Y
per week
Budget constraint for9P
X
U1
0
X’
Quantity of X
per week
(a) Individual’s indifference curve map
Price
P’X
85
0
X’
Quantity of X
per week
(b) Demand curve
FIGURE 3.8: Construction of an
Individual’s Demand Curve
Quantity of Y
per week
Budget constraint for P’X
Budget constraint for P’’X
U2
U1
0
X’
X”
X’”
Quantity of X
per week
(a) Individual’s indifference curve map
Price
P’X
P’’X
86
0
X’
X”
Quantity of X
per week
(b) Demand curve
FIGURE 3.8: Construction of an
Individual’s Demand Curve
Quantity of Y
per week
Budget constraint for P’X
Budget constraint for P’’X
Budget constraint for P’’’X
U3
U2
U1
0
X’
X”
X’”
Quantity of X
per week
(a) Individual’s indifference curve map
Price
P9
X
P0
X
PX
87
0
X’
X”
X’”
(b) Demand curve
Quantity of X
per week
FIGURE 3.8: Construction of an
Individual’s Demand Curve
Quantity of Y
per week
Budget constraint for P’X
Budget constraint for P’’X
Budget constraint for P’’’X
U3
U2
U1
0
X’
X”
X’”
Quantity of X
per week
(a) Individual’s indifference curve map
Price
P9
X
P0
X
PX
88
d
0
X’
X”
X
X’”
(b) Demand curve
Quantity of X
per week
Construction of Individual Demand
Curves


89
These three choices show that the quantity
demanded of X increases as the price of X
falls.
Panel b shows how the three price and
quantity choices can be used to construct the
demand curve.
Construction of Individual Demand
Curves



90
The price of X is shown on the vertical axis and
the quantity of X is shown on the horizontal
axis.
The demand curve (dX) is downward sloping
showing that when the price of X falls, the
quantity demanded of X increases.
As previously shown, this result follows from
the substitution and income effects.
Shape of the Demand Curve

If a good, say X, has close substitutes, a
increase in its price will cause a large decrease
in the quantity demanded as the substitution
effect will be large.
–
91
The demand curve for a type of breakfast cereal will
likely be relatively flat due to the strong substitution
effect.
Shape of the Demand Curve

If the good has few substitutes, the substitution
effect of a price increase or decrease will be
small and the demand curve will be relatively
steep.
–
92
Water is an example of a good with few substitutes.
Shape of the Demand Curve


93
Food has no substitutes so it might be thought
that no change in consumption would occur
with a price increase.
But food constitutes a large part of an
individual’s budget so that price changes will
cause relatively larger effects on the quantity
demanded that might be thought due to the
income effect.
Shifts in an Individual’s Demand
Curve



94
When one of the variables that are held
constant (price of another good, income or
preferences) on a demand curve changes, the
entire curve shifts.
Figure 3.9 shows the kinds of shifts that might
take place.
If X is a normal good and income increases,
demand increases as shown in Panel a.
FIGURE 3.9: Shifts in Individual’s
Demand Curve
PX
PX
P1
P1
P1
0
X1
(a)
95
PX
X2
X
0
X1 X2
(b)
X
0
X2
X1
(c)
X
FIGURE 3.9: Shifts in Individual’s
Demand Curve
PX
PX
P1
P1
P1
0
X1
(a)
96
PX
X2
X
0
X1 X2
(b)
X
0
X2
X1
(c)
X
Shifts in an Individual’s Demand
Curve


97
If X and Y are substitutes and the price of Y
increases, the demand for X increases as
shown in Panel b.
Alternatively, if X and Y are complements, the
increase in the price of Y will cause a decrease
in the demand for X as shown in Panel c.
Shifts in an Individual’s Demand
Curve



98
Changes in preferences can also shift demand
curves.
Panel b could represent an increased
preference for cold drinks when a sudden hot
spell occurs.
Increased environmental consciousness during
the 1980’s and 1990s increased the demand
for recycling and organic food.
APPLICATION 3.5: Fads, Seasons, and
Health Scares


Fads (sometimes termed bandwagon effects)
are when preferences cause extremely large
increases in demand followed later by large
decreases in demand.
While fads are hard to predict, seasonal items
are easy to predict.
–
99
Increased demand for turkeys in November and
Christmas trees are examples.
APPLICATION 3.5: Fads, Seasons, and
Health Scares

Health scares can cause large decreases in
the demand for products.
–

100
Examples include the long term decline in smoking
and the decreased demand for Chinese food
because of the concern for its fat content.
Recent “scientific” studies have also affected
demand such as the increase in the demand
for tomatoes in 1998.
Be Careful in Using Terminology


101
A movement downward along a stationary
demand curve in response to a fall in price is
called an increase in quantity demanded
while a rise in the price of the good results in a
decrease in quantity demanded.
A rightward shift in a demand curve is called an
increase in demand while a leftward shift is a
decrease in demand.
Consumer Surplus



102
The extra value individuals receive from
consuming a good over what they pay for it is
called consumer surplus.
Consumer surplus is also what people would
be willing to pay for the right to consume a
good at its current price.
This concept is used to study the welfare
effects of price changes.
Consumer Surplus




103
The demand curve for T-shirts is shown in
Figure 3.10.
At the price of $11 the individual chooses to
consume ten T-shirts.
In other words, the individual is willing to pay
$11 for the tenth T-shirt that they buy.
With a price of $9, the individual chooses
fifteen T-shirts, so implicitly they value the
fifteenth shirt at only $9.
Consumer Surplus



104
Because a good is usually sold at a single
market price, people choose to buy additional
units of the good up to the point at which their
marginal valuation is equal to the price.
In Figure 3.10, if T-shirts sell for $7, the
individual will buy twenty shirts because the
twentieth T-shirt is worth precisely $7.
They will not buy the twenty-first T-shirt
because it is worth less than $7.
Consumer Surplus


105
Because the individual would be willing to pay
more than $7 for the tenth or fifteenth T-shirt, it
is clear that they get a “surplus” on those shirts
because the individual is actually paying less
than the maximal amount that they would be
willing to pay.
Consumer surplus is the difference between
the maximal amounts a person would pay for a
good and what he or she actually pays.
Consumer Surplus
In graphical terms, consumer
surplus is given by the area below
the demand curve and above the
market price.
 In Figure 3.10, total consumer surplus
is given by area AEB ($80).

106
FIGURE 3.10: Consumer Surplus from TShirt Demand Price ($/shirt)
Price
($/shirt)
15 A
11
9
E
B
107
d
10
15
20
Quantity
(shirts)
Consumer Surplus and Utility



108
Figure 3.11 illustrates the connection
between consumer surplus and utility
Initially, the person is at E with utility U1.
He or she would need to be compensated
by amount AB in other goods to get U1 if
T-shirts were not available.
Consumer Surplus and Utility


109
In Figure 3.11, the individual would be
willing to pay BC for the right to consume
T-shirts rather than spending I only on
other goods.
Both distance AB and BC approximate the
consumer surplus area in Figure 3.10.
FIGURE 3.11: Consumer Surplus
and Utility
Price ($/shirt)
A
B
C
E
U1
I
U0
I’
110
20
Quantity
(shirts)
APPLICATION 3.6: Valuing Clean Air


111
By looking at the ceteris paribus relationship
between air pollution levels in various locations
and the prices of houses in these locations, it is
possible to infer the amount that people will
pay to avoid dirty air.
This information allows the computation of a
compensated demand curve for clean air.
APPLICATION 3.6: Valuing Clean Air


112
In Figure 1, the vertical axis shows the price
home buyers are willing to pay to avoid air
pollution and the horizontal axis shows the
quantity of clean air purchased.
The national average is reflected at point E as
home buyers pay $50 and consume an
average of 55 micrograms of suspended
particulates per cubic meter.
FIGURE 1: Compensated Demand Curve
for Clean Air
Price
($)
85
80
60
E
50
40
20
D
100
75
50
55
113
25
0
Air quality
(mg/m3)
APPLICATION 3.6: Valuing Clean Air



114
Consumers are paying $2,250 ($50 times 45
micrograms) extra to avoid dirty air.
At E0 consumers also receive a consumer
surplus equal to the shaded area in Figure 1.
This consumer surplus of 788 per household
can be multiplied by the total number of
households to estimate total consumer surplus
from clean air.