Microeconomics (2.1 to 2.7) Flashcards
What is demand?
Demand is the behaviour of consumers and refers to quantity of a product that consumers are able to buy at at fixed price over a given period of time.
What is the relationship between demand and quantity
Demand is direclty proportional to quantity, as demand increases, quantity increases. Movement of demand curve occurs due to price changes.
How is demand displayed?
Demand is displayed by noting data from a demand schedule on a graph with price on vertical axis and quantity on horizonal axis, this is a demand curve
What are assumptions of law of demand
Disposable income: Lower quantity demand, lower prices
Substitution effect: Price of competitors is lower, thus consumers choose competitors products and demand quantity decreases
Diminishing marginal utility: As consumers consume more products, satisfaction starts to decrease thus demand starts to decrease
What is microeconomics?
Microeconomics is concerned with the behaviour of consumers and producers. Together, they form a market where goods and services are bought and sold.
What are non price determinants of demand?
Factors that influence the ability of consumers to produce a good/service
Income -> Taste/Preference -> Future price expectations -> Price of related goods -> Number of consumers ->
What is income?
Changes in consumer income can affect demand for products depending on the type of good
What is inferior goods?
Inferior goods are those goods and services for which demand tends to fall when income rises.
What is normal goods?
Increase in demand as consumer income rises, such as regular food items, luxury products such as sports cars or designer brand products.
What are changes in consumer tastes and preferences?
Caused by social and culture changes over time.
EX: Increasing sustainability, could increase sales of electric car and decrease in sales in petrol cars
What are future price expectations?
If consumers expect price of a good to raise in future, price of goods at current time might be lower at a later date due to introduction of new products.
EX:
- Reduced price of phone after launch of new model
- Anticipated seasonal sales such as black Friday
- Tax on petrol due to government announcements
What is supply?
Supply is behavior of firms and refers to quantities of goods and services willing and able to produce at various prices over a period of time
What does higher price in supply graph mean?
Higher price means that produce profits increase and so existing firms face incentive to increase output while new firms are attracted to enter the market increasing competitiveness.
What does lower price in supply graph mean?
Lower price means lower profitability so firms have less incentive to produce thus output decreases and competitiveness decreases.
What is market supply?
Market supply shows total quantity of a good or service
What is law of diminishing returns?
law of diminishing returns states that when additional variable factors of production employed to fixed factors, marginal returns will eventually decrease. In short run, one factor fixed, usually capital.
What are examples of the diminishing returns?
Additional workers are employed at first in a firm:
- Better division of labour
- Machines fully utilized
- Improved efficiency and production
- Marginal return for each additional worker increased.
However:
- Resources stay the same
- Output from land stays the same
What is marginal costs?
Cost of producing additional unit of output. This increases output as diminishing marginal utility returns. Firms only willing to increase output when price increased to cover for higher marginal costs.
What is STORES?
S: Subsidies and taxes
T: Technology
O: Other related price goods (competitive joint supply)
R: Resources costs (CELL)
E: Expectations of producers
S: Size of the market
What is consumer surplus?
Amount over and above market price that a consumer is willing and able to purchase a good or service for
What is producer surplus?
Amount below the market price that a produce is willing and able to produce a good or service for
Community surplus
The consumer surplus plus producer surplus
Marginal cost
Cost of a firm of producing one additional good or service
Marginal benefit
Additional utility a consumer enjoys from consuming additional unit of a good or service
What is dead weight loss?
Units of goods or services that either consumers are willing to buy or producers are willing to sell that are outside of the community surplus area on a supply demand graph.
What is consumer rationality?
Rational choice theory that consumers are self driven by self interests and choices based on personal preference.
What is utility maximisation?
Refers to satisfaction consumers drive from consuming goods or services. This assumes consumers have perfect information when making decisions to maximise utility
What is perfect information?
When buyers and sellers have complete knowledge on all products available on market. This includes product price, product quality and alternative products.
What is behavioural economics?
Study of how psychological factors influence human decision making as they are not always rational as economic models assume.
What is rule of thumb?
General price of advice based on experiences that simplifies decision making. Can usually help consumers make good decisions but may be inaccurate and lead to irrational decisions
What is anchoring?
Anchoring bias is a reference point in an individual’s mind based on the first piece of information an individual experiences and it strongly influences a decision they make.
What is framing?
When info or choices presented in ways which influences behaviour of consumers. Can be position or negative connotations which affects attractiveness of options presented.
What are availability bins?
Refers to human tendency of overestimating likelihood of events occuring. This can affect decision making and result in irrational choices made. EX:
- Plane crash
- Lottery wins
- Terrorism
What is bounded rationality?
Idea that consumer rationality is limited due to constraints such as cognitive ability, time and imperfect info. Thus degree of utility sacrificed with satisfactory results achieved instead of optimal results
What is bounded self control?
Inability of consumers to restrain emotions, desires or impulses. Can lead to irrational decisions
What is bounded selfishness
Assumes consumers driven by self interests and aims to maximise personal welfare. However, people display altruism and willing to lose degree of personal benefits to help others.
What is imperfect information?
Buyers and sellers often don’t have complete or instantaneous knowledge of relevant info. They must use limited information in real world. Economic aspects use limited info that they have to make best possible decisions.
What is choice architecture
Refers to way in which choices presented to influence consumer behaviour. 3 categories in default, restricted and mandated choices.
What is default choices?
Preset courses of actions that will take effect if consumers do not specify or pursue other options.
What is restricted choices?
Restricted choices are limited number of choices where consumers are forced to make more rational choices
What is mandated choices?
Mandated choices is when consumers, required by law, decide whether they wish to participate in particular action.
What is profit maximisation?
MC = MR
MR = Marginal Returns
MC = Marginal Costs
What is Corporate social responsibilty?
Business activities involving ethical and environmental factors which can benefit internal and external stakeholders
What is market share?
Firm’s percentage of industry’s total sales revenue
Market Share = individual sales revenue / Industry’s sales revenue
What is satisfices
Refers to achieving satisfactory results to aim to be successful in multiple areas instead of optimal results in 1 particular area
What is growth?
Growth of firm to expand business such as increase in brand image, revenue, market share etc.
What is Elasticity?
Refers to responsiveness of consumers following a change in price of product due to another variable.
What is elasticity of demand?
Measures responsiveness in quantity demanded in market as a result of change in price.
Elastic = Lots of change
Inelastic = No change in response (Product is necessity)