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What do you do when Starbucks

raises the price of a latte?
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Elasticities of
Demand and Supply
5
CHAPTER CHECKLIST

When you have completed your

study of this chapter, you will be able to

1 Define and calculate the price elasticity of demand,

and explain the factors that influence it.

2 Define and calculate the price elasticity of supply,

explain the factors that influence it.

3 Define the cross elasticity of demand and the income

elasticity of demand, and explain the factors that
influence them.
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5.1 THE PRICE ELASTICITY OF DEMAND

Price elasticity of demand is a measure of the extent

to which the quantity demanded of a good changes
when the price of the good changes.
To determine the price elasticity of demand, we compare
the percentage change in the quantity demanded with
the percentage change in price.

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5.1 THE PRICE ELASTICITY OF DEMAND

Percentage Change in Price

Suppose Starbucks raises the price of a latte from $3 to
$5. What is the percentage change in price?

Percentage New price – Initial price

x 100
change in price =
Initial Price

Percentage $5 – $3
change in price = x 100 = 66.67 percent
$3

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5.1 THE PRICE ELASTICITY OF DEMAND

A
Suppose Starbucks cuts the price of a latte from
$5 to $3. What is the percentage change in price?

Percentage New price – Initial price

x 100
change in price =
Initial Price

Percentage $3 – $5
change in price = x 100 = – 40 percent
$5

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5.1 THE PRICE ELASTICITY OF DEMAND

The same price change, $2, over the same interval,

$3 to $5, is a different percentage change depending on
whether the price rises or falls.
We need a measure of percentage change that does not
depend on the direction of the price change.
We use the average of the initial price and the new price
to measure the percentage change.

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5.1 THE PRICE ELASTICITY OF DEMAND

The Midpoint Method

To calculate the percentage change in the price divide
the change in the price by the average price and then
multiply by 100.
The average price is at the midpoint between the initial
price and the new price, hence the name midpoint
method.

New price – Initial price

Percentage = x 100
change in price (New Price + Initial Price) ÷ 2

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5.1 THE PRICE ELASTICITY OF DEMAND

The percentage change in price calculated by the

midpoint method is the same for a price rise and a
price fall.

Percentage $5 – $3
change in price = ($5 + $3) ÷ 2
x 100

Percentage
change in price = 50 percent.

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5.1 THE PRICE ELASTICITY OF DEMAND

Percentage Change in Quantity Demanded

If Starbucks raises the price of a latte, the quantity of
lattes demanded decreases.

Percentage
New quantity – Initial quantity
change in = x 100
quantity (New quantity + Initial quantity) ÷ 2

Percentage
change in = 5 – 15
x 100 = – 100 percent
quantity (5 + 15) ÷ 2

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5.1 THE PRICE ELASTICITY OF DEMAND

When the price rises, the quantity demanded decreases

along the demand curve.
Similarly, when the price falls, the quantity demanded
increases along the demand curve.
Price and quantity always change in opposite directions.
So to compare the percentage change in the price and
the percentage change in the quantity demanded, we
ignore the minus sign and use the absolute values.

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5.1 THE PRICE ELASTICITY OF DEMAND

Elastic and Inelastic Demand

Demand is elastic if the percentage change in the
quantity demanded exceeds the percentage change in
price.
Demand is unit elastic if the percentage change in the
quantity demanded equals the percentage change in
price.

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5.1 THE PRICE ELASTICITY OF DEMAND

Demand is inelastic if the percentage change in the

quantity demanded is less than the percentage change
in price.
Demand is perfectly elastic if the quantity demanded
changes by a very large percentage in response to an
almost zero percentage change in price.
Demand is perfectly inelastic if the quantity demanded
remains constant as the price changes.

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5.1 THE PRICE ELASTICITY OF DEMAND

Figure 5.1(a) shows a

perfectly elastic demand.
1. For a small change in
the price of spring water,
2. The quantity of spring
water demanded
changes by a large
amount.
3. The demand for spring
water is perfectly elastic.

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5.1 THE PRICE ELASTICITY OF DEMAND

Figure 5.1(b) shows an

elastic demand.
1. When the price of a
Sony PlayStation rises
by 10%,
2. The quantity of
PlayStations demanded
decreases by 20%.
3. Demand for Sony
Playstations is elastic.

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5.1 THE PRICE ELASTICITY OF DEMAND

Figure 5.1(c) shows a unit

elastic demand.
1. When the price of a
trip rises by 10%,
2. The quantity of trips
demanded decreases
by 10%.
3. The demand for trips
is unit elastic.

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5.1 THE PRICE ELASTICITY OF DEMAND

Figure 5.1(d) shows an

inelastic demand.
1. When the price of gum
rises by 20%,
2. The quantity of gum
demanded decreases
by 10%.
3. The demand for gum
is inelastic.

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5.1 THE PRICE ELASTICITY OF DEMAND

Figure 5.1(e) shows a

perfectly inelastic
demand.
1. When the price of a
dose rises,
2. The quantity of doses
demanded does not
change.
3. Demand for doses is
perfectly inelastic.

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5.1 THE PRICE ELASTICITY OF DEMAND

Influences on the Price Elasticity of Demand

Influences on the price elasticity of demand fall into two
categories:
• Availability of substitutes
• Proportion of income spent
Availability of Substitutes
The demand for a good is elastic if a substitute for it is
easy to find.
The demand for a good is inelastic if a substitute for it is
hard to find.

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5.1 THE PRICE ELASTICITY OF DEMAND

Three main factors influence the ability to find a

substitute for a good:
Luxury Versus Necessity
• A necessity has poor substitutes, so the demand for a
necessity is inelastic. Food is a necessity.
• A luxury has many substitutes, so the demand for a
luxury is elastic. Exotic vacations are luxuries.
Narrowness of Definition
• The demand for a narrowly defined good is elastic.
• The demand for a broadly defined good is inelastic.

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5.1 THE PRICE ELASTICITY OF DEMAND

Time Elapsed Since Price Change

The longer the time elapsed since the price change, the
more elastic is the demand for the good.
Proportion of Income Spent
A price rise, like a decrease in income, means that
people cannot afford to buy the same quantities.
The greater the proportion of income spent on a good,
the more elastic is the demand for the good.

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5.1 THE PRICE ELASTICITY OF DEMAND

Computing the Price Elasticity of Demand

Percentage change in
Price elasticity quantity demanded
of demand =
Percentage change in the price

• If the price elasticity of demand is greater than 1,

demand is elastic.
• If the price elasticity of demand equals 1, demand is
unit elastic.
• If the price elasticity of demand is less than 1, demand
is inelastic.
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5.1 THE PRICE ELASTICITY OF DEMAND

Figure 5.2 shows the

price elasticity of
demand calculation.
The percentage
change in the price
equals ($2/$4) ×
100, or 50%.
The percentage
change in the
quantity equals
(10 cups/10 cups) ×
100, or 100%.

© 2018 Pearson
5.1 THE PRICE ELASTICITY OF DEMAND

The price elasticity of

demand equals …
Percentage change in
quantity ÷ Percentage
change in price.
The price elasticity of
demand equals 100%
divided by 50%.
The price elasticity of
demand is 2.

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5.1 THE PRICE ELASTICITY OF DEMAND

That is:
Percentage change in
Price elasticity quantity demanded
of demand =
Percentage change in the price

We can use this formula to calculate the price elasticity

of demand for a Starbucks latte:

100%
Price elasticity of demand = = 2
50%

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5.1 THE PRICE ELASTICITY OF DEMAND

Interpreting the Price Elasticity of Demand

Number
The elasticity of demand for a Starbucks latte of 2 tells
us three things:
The demand for Starbucks lattes is elastic—it has
substitutes and the proportion of a buyer’s income spent
is small.
If Starbucks raised its price, revenue per cup will rise but
it will lose potential business.
Even a slightly lower price could bring in more revenue.

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5.1 THE PRICE ELASTICITY OF DEMAND

Elasticity Along a Linear Demand Curve

Slope measures responsiveness. But slope and
elasticity are not the same thing!
Along a linear (straight-line) demand curve, the slope is
constant but the elasticity varies.
Along a linear demand curve, demand is:
• Unit elastic at the midpoint of the curve.
• Elastic above the midpoint of the curve.
• Inelastic below the midpoint of the curve.

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5.1 THE PRICE ELASTICITY OF DEMAND

Figure 5.3 shows that the

elasticity decreases along
a linear demand curve as
the price falls.
1. At any price above the
midpoint, demand is
elastic.
2. At the midpoint,
demand is unit elastic.
3. At any price below the
midpoint, demand is
inelastic.
© 2018 Pearson
5.1 THE PRICE ELASTICITY OF DEMAND

Total Revenue and the Price Elasticity of

Demand
Total revenue is the amount spent on a good and
received by its sellers and equals the price of the good
multiplied by the quantity of the good sold.
Total revenue test is a method of estimating the price
elasticity of demand by observing the change in total
revenue that results from a price change.

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5.1 THE PRICE ELASTICITY OF DEMAND

If demand is elastic:
• A given percentage rise in price brings a larger
percentage decrease in the quantity demanded.
• Total revenue decreases.
If demand is inelastic:
• A given percentage rise in price brings a smaller
percentage decrease in the quantity demanded.
• Total revenue increases.

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5.1 THE PRICE ELASTICITY OF DEMAND

Total revenue test:

• If price and total revenue change in the opposite
directions, demand is elastic.
• If a price change leaves total revenue unchanged,
demand is unit elastic.
• If price and total revenue change in the same
direction, demand is inelastic.

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5.1 THE PRICE ELASTICITY OF DEMAND

Figure 5.4(a) shows total

revenue and elastic demand.
At $3 a cup, the quantity
demanded is 15 cups an hour.
Total revenue is $45 an hour.
When the price rises to $5 a
cup, the quantity demanded
decreases to 5 cups an hour.
Total revenue decreases to
$25 an hour.
Demand is elastic.
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5.1 THE PRICE ELASTICITY OF DEMAND

Figure 5.4(b) shows total

revenue and inelastic demand.
At $50 a book, the quantity
demanded is 5 million books.
Total revenue is $250 million.
When the price rises to $75 a
book, the quantity demanded
decreases to 4 million books.
Total revenue increases to
$300 million.
Demand is inelastic.
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5.1 THE PRICE ELASTICITY OF DEMAND

Applications of the Price Elasticity of Demand

Orange Prices and Total Revenue
Price elasticity of demand for agricultural products
(oranges) is 0.4.
So if a frost cuts the supply of oranges (and demand
doesn’t change), a 1 percent decrease in the quantity
harvested will lead to a 2.5 percent rise in the price.
Demand is inelastic and farmers’ total revenue will
increase.

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5.1 THE PRICE ELASTICITY OF DEMAND

Addiction and Elasticity

Nonusers’ demand for addictive substances is elastic.
A moderately higher price will lead to a substantially
smaller number of people trying a drug.
Existing users’ demand for addictive substances is
inelastic.
So even a substantial price rise brings only a modest
decrease in the quantity demanded.

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5.1 THE PRICE ELASTICITY OF DEMAND

High taxes on cigarettes and alcohol limit the number of

young people who become habitual users of these
products.
High taxes have only a modest effect on the quantities
consumed by established users.

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5.2 THE PRICE ELASTICITY OF SUPPLY

Price elasticity of supply is a measure of the extent to

which the quantity supplied of a good changes when the
price of the good changes.
To determine the price elasticity of supply, we compare
the percentage change in the quantity supplied with the
percentage change in price.

© 2018 Pearson
5.2 THE PRICE ELASTICITY OF SUPPLY

Elastic and Inelastic Supply

Supply is perfectly elastic if an almost zero percentage
change in price brings a very large percentage change in
the quantity supplied.
Supply is elastic if the percentage change in the
quantity supplied exceeds the percentage change in
price.

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5.2 THE PRICE ELASTICITY OF SUPPLY

Supply is unit elastic if the percentage change in

the quantity supplied equals the percentage change
in price.
Supply is inelastic if the percentage change in the
quantity supplied is less than the percentage change
in price.
Supply is perfectly inelastic if the percentage
change in the quantity supplied is zero when the
price changes.

© 2018 Pearson
5.2 THE PRICE ELASTICITY OF SUPPLY

Figure 5.5(a) shows

perfectly elastic supply.
1. A small rise in the
price,
2. Increases the quantity
supplied by a very
large amount,
3. Supply is perfectly
elastic.

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5.2 THE PRICE ELASTICITY OF SUPPLY

Figure 5.5(b) shows an

elastic supply.
1. A 10% rise in the price
of a book,
2. Increases the quantity
of books supplied by
20%.
3. The supply of books is
elastic.

© 2018 Pearson
5.2 THE PRICE ELASTICITY OF SUPPLY

Figure 5.5(c) shows a unit

elastic supply.
1. A 10% rise in the price
of fish,
2. Increases the quantity
of fish supplied by
10%.
3. The supply of fish is
unit elastic.

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5.2 THE PRICE ELASTICITY OF SUPPLY

Figure 5.5(d) shows an

inelastic supply.
1. A 20% rise in the price
of a hotel room,
2. Increases the quantity
of hotel rooms
supplied by 10%.
3. The supply of hotel
rooms is inelastic.

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5.2 THE PRICE ELASTICITY OF SUPPLY

Figure 5.5(e) shows a

perfectly inelastic supply.
1. The price of a
beachfront lot rises by a
small percentage.
2. The quantity of
beachfront lots supplied
increases by 0%.
3. The supply of
beachfront lots is
perfectly inelastic.

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5.2 THE PRICE ELASTICITY OF SUPPLY

Influences on the Price Elasticity of Supply

The two main influences are:
• Production possibilities
• Storage possibilities
Production Possibilities
Goods that can be produced at a constant (or very
gently rising) opportunity cost have an elastic supply.
Goods that can be produced in only a fixed quantity
have a perfectly inelastic supply.

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5.2 THE PRICE ELASTICITY OF SUPPLY

Time Elapsed Since Price Change

As time passes after a price change, producers find it
easier to change their production plans, so supply
becomes more elastic.
Storage Possibilities
The supply of a storable good is highly elastic.
The cost of storage is the main influence on the elasticity
of supply of a storable good.

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5.2 THE PRICE ELASTICITY OF SUPPLY

Computing the Price Elasticity of Supply

Percentage change in
Price elasticity quantity supplied
of supply =
Percentage change in the price

• If the price elasticity of supply is greater than 1, supply

is elastic.
• If the price elasticity of supply equals 1, supply is unit
elastic.
• If the price elasticity of supply is less than 1, supply is
inelastic.
© 2018 Pearson
5.2 THE PRICE ELASTICITY OF SUPPLY

Figure 5.6 shows how

to calculate the price
elasticity of supply.
Percentage change in
the price equals
$40/$60 × 100, or
66.67%.
Percentage change in
the quantity equals
18 bouquets/15
bouquets × 100, or
120%.

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5.2 THE PRICE ELASTICITY OF SUPPLY

The price elasticity of

supply equals the
Percentage change in
the quantity ÷
Percentage change in
the price.
The price elasticity of
supply equals
120% ÷ 66.67%.
The price elasticity of
supply is 1.8.

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5.3 CROSS ELASTICITY AND INCOME ELASTICITY

Cross Elasticity of Demand

Cross elasticity of demand is a measure of the extent
to which the demand for a good changes when the price
of a substitute or complement changes, other things
remaining the same.

Percentage change in quantity

Cross
demanded of a good
elasticity of =
demand Percentage change in the price of one of
its substitutes or complements

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5.3 CROSS ELASTICITY AND INCOME ELASTICITY

Suppose that when the price of a burger falls by 10

percent, the quantity of pizza demanded decreases by 5
percent.

Cross – 5 percent
elasticity of = = 0.5
demand – 10 percent

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5.3 CROSS ELASTICITY AND INCOME ELASTICITY

The cross elasticity of demand for a substitute is positive.

• A fall in the price of a substitute of the good brings a
decrease in the quantity demanded of the good.
• The quantity demanded of the good and the price of its
substitute change in the same direction.
The cross elasticity of demand for a complement is
negative.
• A fall in the price of a complement of the good brings
an increase in the quantity demanded of the good.
• The quantity demanded of the good and the price of
one of its complements change in opposite directions.
© 2018 Pearson
5.3 CROSS ELASTICITY AND INCOME ELASTICITY

Figure 5.7 shows cross

elasticity of demand.
1. Pizzas and burgers
are substitutes.
When the price of a
burger falls, the
demand for pizza
decreases.
Cross elasticity of
demand is positive.

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5.3 CROSS ELASTICITY AND INCOME ELASTICITY

Figure 5.7 shows cross

elasticity of demand.
2. Pizzas and soda are
complements. When
the price of soda falls,
the demand for pizza
increases. Cross
elasticity of demand is
negative.

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5.3 CROSS ELASTICITY AND INCOME ELASTICITY

Income Elasticity of Demand

Income elasticity of demand is a measure of the extent
to which the demand for a good changes when income
changes, other things remaining the same.

Income Percentage change in quantity demanded

elasticity of =
demand Percentage change in income

© 2018 Pearson
If you are like most people, you complain when the price of
a latte rises, but the first thing to do is look at the prices of a
latte in other nearby coffee shops.
Suppose that their prices have not increased and you can
get an acceptable latte for a lower price at Dunkin’
Doughnuts.
You decide to switch to Dunkin’ Doughnuts and keep
drinking the same quantity of latte.
But soon though, all the coffee shops in your neighborhood
have raised their price. Your daily latte is more expensive,
so you go back to Starbucks for your latte.

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Price Elasticity of Demand
We can translate your possible response to a hike in
Starbucks’ price into estimates of your price elasticity of
demand for Starbucks latte and for latte in general.
Close Substitutes
A Starbucks latte and a Dunkin’ Doughnuts latte are different,
but for some people they are reasonably close substitutes.
So when Starbucks alone raises its price, the quantity sold
by Starbucks changes a lot—the demand for a Starbucks
latte is elastic.

© 2018 Pearson
Poor Substitutes

Later, when all the coffee shops have raised the price of a
latte, you return to Starbucks but cut back a bit on your
consumption of latte. Your price elasticity of demand for
latte of all types is low—it is inelastic.

Latte, tea, and other drinks are poor substitutes.

So when the price of a latte rises, the quantity of latte

bought decreases but not by very much—the demand for
latte of all types is inelastic

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