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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.

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Source:  OpenStax, Macroeconomics. OpenStax CNX. Jun 16, 2014 Download for free at http://legacy.cnx.org/content/col11626/1.10
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