Defining and measuring elasticity: calculating the price elasticity of demand: the ratio of the percent change in quantity demanded to the percent change in price as one moves along the demand curve a. i. Predicts the effect of price changes on total revenue a. ii. % change supply / % change demand = price elasticity of demand a. v. Law of demand: demand curves are downward sloping, so price and quantity demanded always move in opposite directions a. vi. Economists drop the negative and use absolute value when discussing price elasticity of demand: an alternative way to calculate elasticities: the midpoint method b. i. Calculate changes in a variable compared with the average, or midpoint, of the starting and final values b. ii. Interpreting the price elasticity of demand: how elastic is elastic? a. i. Perfectly inelastic demand: quantity demanded does not respond at all to changes in the price a. i. 1. a. i. 2.