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Willingness to Pay (WTP) [ Ans: ] the maximum price an
individual is willing to pay for a good or service
Does a free good or service mean the WTP is 0? [ Ans: ] No
Is WTP affected by price? [ Ans: ] No, it is an individual
value developed by a variety of factors, but price is not
one of them.
Are demand curves affected by price? [ Ans: ] No, a
change in price will move along the demand curve, but
will not shift the curve.
The demand curve shifts _________ as WTP decreases. [
Ans: ] left
The demand curve shifts _________ as WTP increases. [
Ans: ] right
Factors that affect WTP can also shift the demand curve.
What are some examples? [ Ans: ] Income, gender,
location, age, service level, brand, expectations,
advertising, competition
How is revenue shown on a graph? [ Ans: ] It is the square
area under the curve with the top right corner equal to x.
, How is WTP shown on a graph? [ Ans: ] x=WTP, y=quantity;
the graph looks like a histogram
How is the demand curve developed? [ Ans: ] Aggregation
of individual WTP; axes are flipped so that y=price and
x=number of consumers
An individual's demand curve slopes in what direction? [
Ans: ] Downward. The WTP for each consecutive item
decreases.
Price affects__________. [ Ans: ] the quantity demanded,
not overall demand
Define elasticity. [ Ans: ] A method for measuring slope
consistently and how changes in price affect demand.
An inelastic demand curve is ___________. [ Ans: ] Steep.
This indicates that demand does not react to price easily.
An elastic demand curve is ______________. [ Ans: ] Flat.
This indicates that demand reacts to changes in price.
How is elasticity calculated? [ Ans: ] % change in quantity
demanded/%change in price
What is the formula for elasticity? [ Ans: ] ((newQ-
oldQ)/oldQ)/((newP-oldP)/oldP); elasticity is an absolute
value