ECN 104 Chapter Notes - Chapter 5: Breakfast Cereal, Demand Curve, Sunscreen

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Elasticity measures how much one variable responds to changes in another variable. One type of elasticity measures how much demand for your websites will fall if you raise your price. Elasticity is a numerical measure of the responsiveness of qd or qs to one of its determinants. Price elasticity of demand measures how much qd responds to a change in p. Along a d curve, p and q move in opposite directions, which would make price elasticity negative. We drop the minus sign and report all price elasticises as positive numbers. It doesn"t matter which value you use as the start and which as the end you get the same answer either way! Breakfast cereal has close substitutes (e. g. , pancakes, eggo waffles, leftover pizza), so buyers can easily switch if the price rises. Sunscreen has no close substitutes, so consumers would probably not buy much less if its price rises. Lesson: price elasticity is higher when close substitutes are available.

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