消费者的需求_课件.pptVIP

Law of Demand With given income, taste, expectations, and prices of other goods and services, people are willing to buy additional quantities of a good only if its price falls. 在所得、嗜好、預期、其他財貨不變　的假設下，如果價格下跌，消費者會增加購買數量。 Law of Demand The higher the marginal utility, the more you are willing to pay. 邊際效用愈高，吾人支付較多 Law of Demand Diminishing marginal utility explains why price must decrease in order for you to continue to buy a good or service. Law of Demand According to the law of demand, the quantity of a good demanded in a given time period increases as its price falls, ceteris paribus. Demand Schedule Demand Curve The quantities of a good a consumer is willing and able to buy at alternative prices in a given time period, ceteris paribus. 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 0 0.05 0.10 0.15 0.20 0.25 0.30 0.35 0.40 0.45 0.50 $0.55 A QUANTITY DEMANDED (ounces per show) PRICE (per ounce) B C D G F H I J E As marginal utility declines, so does the willingness to pay Demand Curve Price Elasticity價格彈性 The response of consumers to a change in price is measured by the price elasticity of demand. 需要價格彈性是指需要的數量變化的百分比，比上價格變化百分比 Price Elasticity The price elasticity of demand is the percentage change in quantity demanded divided by the percentage change in price. Price Elasticity The price of popcorn goes up 20% and the quantity demanded goes down 10%. (E) = percentage change in quantity demanded percentage change in price = –10% 20% – 0.5 = The elasticity is: Elastic vs. Inelastic Demand Demand can be elastic, inelastic, or unitary elastic. 有彈性的 沒彈性的，以及 單一彈性。 Elastic Demand Demand is elastic if the absolute value of E is greater than 1. Consumer response is large relative to change in price. 如果價格彈性大於一，我們說需求是有彈性的，消費者對購買量的變動大於價格的變動 Inelastic Demand Demand is inelastic if the absolute value of E is less than 1. 如果需要價格彈性少於一，我們說需求是沒有彈性的，例如前面研究爆米花彈性是0.5 Consumers are not very responsive to price changes. Unitary Elastic Demand Demand is unitary elastic if th