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MICROECONOMICS TENTH EDITION MICROECONOMICS TENTH EDITION MICHAEL PARKIN University of Western Ontario Editorial Director Sally Yagan Editor in Chief Donna Battista Senior Acquisitions Editor Adrienne D Ambrosio Development Editor Deepa Chungi Managing Editor Nancy Fenton Assistant Editor Jill Kolongowski Photo Researcher Angel Chavez Production Coordinator Alison Eusden Director of Media Susan Schoenberg Senior Media Producer Melissa Honig Director of Marketing Patrice Jones Executive Marketing Manager Lori DeShazo Rights and Permissions Advisor Jill Dougan Senior Manufacturing Buyer Carol Melville Senior Media Buyer Ginny Michaud Copyeditor Catherine Baum Art Director and Cover Designer Jonathan Boylan Technical Illustrator Richard Parkin Text Design, Project Management and Page Make-up Integra Software Services, Inc. Cover Image: Medioimages/PhotoDisc/Getty Images Photo credits appear on page C-1, which constitutes a continuation of the copyright page. Copyright 2012, 2010, 2008, 2005, 2003 Pearson Education, Inc. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. For information on obtaining permission for use of material in this work, please submit a written request to Pearson Education, Inc., Rights and Contracts Department, 501 Boylston Street, Suite 900, Boston, MA 02116, fax your request to 617-671-3447, or e-mail at http://www.pearsoned.com/legal/permissions.htm. Library of Congress Cataloging-in-Publication Data Parkin, Michael, 1939 Microeconomics/Michael Parkin. 10th ed. p. cm. Includes index. ISBN 978-0-13-139425-4 (alk. paper) 1. Microeconomics. I. Title. HB171.5.P313 2010 330 dc22 2010045760 1 2 3 4 5 6 7 8 10 CRK 14 13 12 11 10 ISBN 10: 0-13-139425-8 ISBN 13: 978-0-13-139425-4 TO ROBIN ABOUT THE AUTHOR Michael Parkin is Professor Emeritus in the Department of Economics at the University of Western Ontario, Canada. Professor Parkin has held faculty appointments at Brown University, the University of Manchester, the University of Essex, and Bond University. He is a past president of the Canadian Economics Association and has served on the editorial boards of the American Economic Review and the Journal of Monetary Economics and as managing editor of the Canadian Journal of Economics. Professor Parkin s research on macroeconomics, monetary economics, and international economics has resulted in over 160 publications in journals and edited volumes, including the American Economic Review, the Journal of Political Economy, the Review of Economic Studies, the Journal of Monetary Economics, and the Journal of Money, Credit and Banking. He became most visible to the public with his work on inflation that discredited the use of wage and price controls. Michael Parkin also spearheaded the movement toward European monetary union. Professor Parkin is an experienced and dedicated teacher of introductory economics. vii BR F NTENTS PART E INTRODUCTION IV PART E MARKET FAILURE AND GOVERNMENT 1 1 What Is Economics? 1 CHAPTER 2 CHAPTER The Economic Problem PART TWO HOW MARKETS WORK 3 4 6 CHAPTER CHAPTER CHAPTER CHAPTER CHAPTER 55 CHAPTER CHAPTER CHAPTER CHAPTER CHAPTER CHAPTER 10 11 1 1 1 1 2 3 4 55 5 79 1 7 CHAPTER CHAPTER CHAPTER 79 Utility and Demand 1 Possibilities, Preferences, and Choices 0 PART OUR FIRMS AND MARKETS CHAPTER CHAPTER 5 PART THREE HOUSEHOLDS CHOICES CHAPTER CHAPTER 9 Demand and Supply Elasticity Efficiency and Equity 10 Government Actions in Markets 1 Global Markets in Action 1 1 8 71 16 Public Choices and Public Goods 71 1 Economics of the Environment 9 PART SIX FACTOR MARKETS, INEQUALITY, AND UNCERTAINTY 17 1 Markets for Factors of Production 17 1 Economic Inequality 1 20 Uncertainty and Information 65 7 7 5 7 99 Organizing Production Output and Costs 1 Perfect Competition Monopoly Monopolistic Competition Oligopoly 1 ix ALTERAT!" PATHWAYS THRO#$H THE CHAPTERS Micro Flexibility Chapter 1 What is Economics Chapter The Economic Problem Chapter Demand and Supply Chapter Chapter 6 q Efficiency and E uity Economic quality Chapter 1 Chapter Government Actions in Markets Chapter Global Markets in Action Chapter 16 G Public Choices and Public oods Chapter 1 Economics of the Environment Chapter 1 Perfect Competition Elasticity Chapter 1 Chapter 10 z Organi ing Production Chapter Utility and Demand Chapter Possibilities, Preferences, and Choices Chapter 11 Monopoly Output and Costs Chapter 0 Uncertainty and ormation Chapter 1 Monopolistic Competition Chapter 1 Oligopoly Markets for ctors Chapter 1 of Production tart ere S ten ump to any of tese and ump to any of tese after doing te pre-reuisites indicated xi TABLE OF CONTENTS PA RT O NE INTRODUCTION 1 CHAPTER 1 * WHAT IS ECONOMICS? 1 Definition of Economics 2 Two Big Economic Questions 3 hat, How, and For hom 3 Can the Pursuit of Self-Interest Promote the Social Interest 5 W ? W ? The Economic Way of Thinking 8 A Choice Is a Tradeoff 8 Making a Rational Choice 8 Benefit: hat You Gain 8 Cost: hat You Must Give Up 8 How Much Choosing at the Margin 9 Choices Respond to Incentives 9 W W ? Economics as Social Science and Policy Tool 10 Economist as Social Scientist 10 Economist as Policy Adviser 10 APPENDIX Graphs in Economics 13 Graphing Data 13 Scatter Diagrams 14 Graphs Used in Economic Models 16 ariables That Move in the Same Direction 16 ariables That Move in pposite Directions 17 ariables That Have a Maximum or a Minimum 18 ariables That Are Unrelated 19 % % % % & The Slope of a Relationship 20 The Slope of a Straight Line 20 The Slope of a Curved Line 21 Graphing Relationships Among More Than Two Variables 22 Ceteris Paribus 22 hen her Things Change 23 W &' MATHEMATICAL NOTE Equations of Straight Lines 24 Summary (Key Points and Key Terms), Study Plan Problems and Applications, and Additional Problems and Applications appear at the end of each chapter. xiii Contents xiv CHAPTER 2 * THE ECONOMIC PROBLEM 29 Production Possibilities and Opportunity Cost 30 Production Possibilities Frontier 30 Production Efficiency 31 Tradeoff Along the PPF 31 pportunity Cost 31 , Using Resources Efficiently 33 The PPF and Marginal Cost 33 Preferences and Marginal Benefit 34 Allocative Efficiency 35 Economic Growth 36 The Cost of Economic Growth 36 A Nations Economic Growth 37 Gains from Trade 38 Comparative Advantage and Absolute Advantage 38 Achieving the Gains from Trade 39 Economic Coordination 41 Firms 41 Markets 42 Property Rights 42 Money 42 Circular Flows Through Markets 42 Coordinating Decisions 42 READING BETWEEN THE LINES The Rising ,.portunity Cost of Food 44 PART ONE WRA P- UP * Understanding the Scope of Economics Your Economic Revolution 51 Talking with Jagdish Bhagwati 52 PA RT T W O HOW MARKETS WORK 55 CHAPTER 3 * DEMAND AND SUPPLY Markets and Prices 55 56 Demand 57 The Law of Demand 57 Demand Curve and Demand Schedule 57 A Change in Demand 58 A Change in the antity Demanded ersus a Change in Demand 60 Q( ) Supply 62 The Law of Supply 62 Supply Curve and Supply Schedule 62 A Change in Supply 63 antity Supplied ersus a A Change in the Change in Supply 64 Q( ) Market Equilibrium 66 Price as a Regulator 66 Price A ustments 67 *+ Predicting Changes in Price and Quantity 68 An Increase in Demand 68 A Decrease in Demand 68 An Increase in Supply 70 A Decrease in Supply 70 All the Possible Changes in Demand and Supply 72 READING BETWEEN THE LINES Demand and Supply: The Price of Coffee 74 MATHEMATICAL NOTE Demand, Supply, and Equilibrium 76 Contents CHAPTER 4 * ELASTICITY /0 /1 6 CHAPTER 5 * EFFICIENCY AND EQUITY 10 Price Elasticity of Demand Calculating Price Elasticity of Demand Inelastic and Elastic Demand 6 Elasticity Along a Linear Demand Curve Total Revenue and Elasticity Your Expenditure and Your Elasticity The Factors That Influence the Elasticity of Demand / // /; ; ; /6 /: /; More Elasticities of Demand 1 Cross Elasticity of Demand 1 Income Elasticity of Demand ;1 ;< Elasticity of Supply Calculating the Elasticity of Supply The Factors That Influence the Elasticity of Supply ;6 READ =>@ BETWEE> THE A=>ES ;/ xv ;1 The Elasticities of Demand and Supply for Tomatoes Resource Allocation Methods 106 Market Price 106 Command 106 Majority Rule 106 Contest 106 First-Come, First-Served 106 Lottery 10 Personal Characteristics 10 Force 10 : : : / Benefit, Cost, and Surplus 10 Demand, Willingness to Pay, and Value 10 Individual Demand and Market Demand 10 Consumer Surplus 10 Supply and Marginal Cost 10 Supply, Cost, and Minimum Supply-Price 110 Individual Supply and Market Supply 110 Producer Surplus 111 ; / ; < Is the Competitive Market Efficient? 11 Efficiency of Competitive Equilibrium 11 Market Failure 11 Sources of Market Failure 11 Alternatives to the Market 11 0 1 6 < Is the Competitive Market Fair? 116 It s Not Fair If the Result Isnt Fair 116 It s Not Fair If the Rules Arent Fair 11 Case Study: A Water Shortage in a Natural Disaster 11 / READ=>@ BETWEE> THE A=>ES / < Is the Global Market for Roses Efficient? 1 0 / xvi Contents CHAPTER 6 * GOVERNMENT ACTIONS IN MARKETS 127 CHAPTER 7 * GLOBAL MARKETS IN ACTION A Housing Market With a Rent Ceiling 128 A Housing Shortage 128 Increased Search Activity 128 A Black Market 128 Inefficiency of a Rent Ceiling 129 Are Rent Ceilings Fai 130 How Global Markets Work 152 International Trade Today 152 hat Drives International Trade 152 hy the United States Imports T-Shirts 153 hy the United States Exports Airplanes 154 BC A Labor Market With a Minimum Wage 131 Minimum age Brings Unemployment 131 Inefficiency of a Minimum age 131 Is the Minimum age Fai 132 D D D BC Taxes 133 Tax Incidence 133 A Tax on Sellers 133 A Tax on Buyers 134 Equivalence of Tax on Buyers and Sellers 134 Tax Incidence and Elasticity of Demand 135 Tax Incidence and Elasticity of Supply 136 Taxes and Efficiency 137 Taxes and Fairness 138 Production Quotas and Subsidies 139 Production otas 139 Subsidies 140 EH Markets for Illegal Goods 142 A Free Market for a Drug 142 A Market for an Illegal Drug 142 Legalizing and Taxing Drugs 143 READING BETWEEN THE LINES Government Actions in Labor Markets 144 151 D D D C Winners, Losers, and the Net Gain from Trade 155 Gains and Losses from Imports 155 Gains and Losses from Exports 156 Gains for All 156 International Trade Restrictions 157 Tariffs 157 Import otas 160 ther Import Barriers 162 Export Subsidies 162 J EH The Case Against Protection 163 The Infant-Industry Argument 163 The Dumping Argument 163 Saves Jobs 164 Allows Us to Compete with Cheap Foreign Labor 164 Penalizes Lax Environmental Standards 164 Prevents Rich Countries from Exploiting Developing Countries 165 ffshore utsourcing 165 Avoiding Trade ars 166 hy Is International Trade Restricte 166 Compensating Losers 167 J D J D KC READING BETWEEN THE LINES A Tarriff on Tires 168 PART TWO WR AP -UP * Understanding How Markets Work The Amazing Market 175 Talking with Susan Athey 176 Contents PA RT T HREE HOUSEHOLDS CHOICES 179 CHAPTER 9 * POSSIBILITIES, PREFERENCES, AND CHOICES 203 CHAPTER 8 * UTILITY AND DEMAND 179 Consumption Possibilities 204 Budget Equation 205 Consumption Choices 180 Consumption Possibilities 180 Preferences 181 Preferences and Indifference Curves 207 Marginal Rate of Substitution 208 Degree of Substitutability 209 Utility-Maximizing Choice 183 A Spreadsheet Solution 183 Choosing at the Margin 184 The Power of Marginal Analysis 186 Revealing Preferences 186 Predicting Consumer Choices 210 Best Affordable Choice 210 A Change in Price 211 A Change in Income 213 Substitution Effect and Income Effect Predictions of Marginal Utility Theory 187 A Fall in the Price of a Movie 187 A Rise in the Price of Soda 189 A Rise in Income 190 The Paradox of alue 191 Temperature: An Analogy 192 READING BETWEEN THE LINES M New Ways of Explaining Consumer Choices 194 Behavioral Economics 194 Neuroeconomics 195 Controversy 195 READING BETWEEN THE LINES M A Paradox of alue: Paramedics and Hockey Players 196 M Paper Books ersus e-Books 216 PART THREE WRA P- UP * Understanding Households Choices Making the Most of Life 223 Talking with Steven D. Levitt 224 214 xvii Contents xviii PA RT FO U R FIRMS AND MAR ETS 227 P CHAPTER ST * ORUANIZI[U PRODUCTION 227 \ The irm and Its Economic Problem 228 The Firms Goal 228 Accounting Profit 228 Economic Accounting 228 A Firms portunity Cost of Production 228 Economic Accounting: A Summary 229 Decisions 229 The Firms Constraints 230 ]^ Technological and Economic Efficiency 231 Technological Efficiency 231 Economic Efficiency 231 _ Information and rganization 233 Command Systems 233 Incentive Systems 233 Mixing the Systems 233 The Principal-Agent Problem 234 Coping with the Principal-Agent Problem 234 Types of Business anization 234 Pros and Cons of Different Types of Firms 235 ]`b Markets and the Competitive Environment 237 Measures of Concentration 238 Limitations of a Concentration Measure 240 _ h\ Produce or utsource irms and Markets 242 Firm Coordination 242 Market Coordination 242 hy Firm 242 j kl READING BETWEEN THE LINES Battling for Markets in Internet Advertising 244 SS * OUTPUT AND COSTS vecision Time \rames 252 CHAPTER 251 The Short Run 252 The Long Run 252 whortx{un Technology Constraint 253 Product Schedules 253 Product Curves 253 Total Product Curve 254 Marginal Product Curve 254 Average Product Curve 256 whortx{un Cost 257 Total Cost 257 Marginal Cost 258 Average Cost 258 Marginal Cost and Average Cost 258 hy the Average Total Cost Curve Is U-Shaped 258 Cost Curves and Product Curves 260 Shifts in the Cost Curves 260 j |o}~x{un Cost 262 The Production Function 262 Short-Run Cost and Long-Run Cost 262 The Long-Run Average Cost Curve 264 Economies and Diseconomies of Scale 264 READING BETWEEN THE LINES Cutting the Cost of Producing Electricity 266 Contents CHAPTER 12 * PERFECT COMPETITION 273 CHAPTER 13 * MONOPOLY 299 What Is Perfect Competition? 274 How Perfect Competition Arises 274 Price Takers 274 Economic Profit and Revenue 274 The Firms Decisions 275 Monopoly and How It Arises 300 How Monopoly Arises 300 Monopoly Price-Setting Strategies 301 The Firm s Output Decision 276 Marginal Analysis and the Supply Decision 277 Temporary Shutdown Decision 278 The Firms Supply Curve 279 Output, Price, and Profit in the Short Run 280 Market Supply in the Short Run 280 Short-Run Equilibrium 281 A Change in Demand 281 Profits and Losses in the Short Run 281 Three Possible Short-Run tcomes 282 Output, Price, and Profit Entry and Exit 283 A Closer Look at Entry A Closer Look at Exit Long-Run Equilibrium in the Long Run 283 284 284 285 A Single-Price Monopoly s Output and Price Decision 302 Price and Marginal Revenue 302 Marginal Revenue and Elasticity 303 Price and tput Decision 304 Single-Price Monopoly and Competition Compared 306 Comparing Price and tput 306 Efficiency Comparison 307 Redistribution of Surpluses 308 Rent Seeking 308 Rent-Seeking Equilibrium 308 Price Discrimination 309 Capturing Consumer Surplus 309 Profiting by Price Discriminating 310 Perfect Price Discrimination 311 Efficiency and Rent Seeking with Price Discrimination 312 Changing Tastes and Advancing Technology 286 A Permanent Change in Demand 286 External Economies and Diseconomies 287 Technological Change 289 Monopoly Regulation 313 Efficient Regulation of a Natural Monopoly Second-Best Regulation of a Natural Monopoly 314 Competition and Efficiency 290 READING BETWEEN THE LINES Efficient Use of Resources 290 Choices, Equilibrium, and Efficiency READING BETWEEN THE LINES Perfect Competition in Corn 292 290 xix Is Google Misusing Monopoly Power 316 313 xx Contents CHAPTER * MONOPOLISTIC COMPETITION 323 What Is Monopolistic Competitio 324 Large Number of Firms 324 Product Differentiation 324 Competing on ality, Price, and Marketing 324 Entry and Exit 325 Examples of Monopolistic Competition 325 Price and utput in Monopolistic Competition 326 The Firms Short-Run tput and Price Decision 326 Profit Maximizing Might Be Loss Minimizing 326 Long-Run: ro Economic Profit 327 Monopolistic Competition and Perfect Competition 328 Is Monopolistic Competition Efficient 329 * OLIOPOLY What Is ligopoly 342 CHAPTER Product evelopment and Marketing 330 Innovation and Product Development 330 Advertising 330 Using Advertising to Signal uality 332 Brand Names 333 Efficiency of Advertising and Brand Names 333 READING BETWEEN THE LINES Product Differentiation and Entry in the Market for Smart Phones 334 341 Barriers to Entry 342 Small Number of Firms 343 Examples of ligopoly 343 ligopoly ames 344 hat Is a Game 344 The Prisoners Dilemma 344 An ligopoly Price-Fixing Game ther ligopoly Games 350 346 The Disappearing Invisible Hand 351 A Game of Chicken 352 epeated ames and euential ames 353 A Repeated Duopoly Game 353 A Sequential Entry Game in a Contestable Market 354 ntitrust aw 356 The Antitrust Laws 356 Price Fixing Always Illegal 357 Three Antitrust Policy Debates 357 Mergers and Acquisitions 359 READING BETWEEN THE LINES Gillete and Schick in a Duopoly Game 360 PART FOUR WRA P- UP * Understanding irms and Markets Managing Change and Limiting Market Power 367 Talking with Thomas Hubbard 368 Contents PA RT FI VE MAR ET FAILURE AND OVERNMENT 371 CHAPTER 16 * PUBLIC CHOICES AND PUBLIC GOODS 371 Public Choices 372 hy Governments Exist 372 Public Choice and the Political Marketplace 372 Political Equilibrium 373 hat is a Public Goo 374 A Fourfold Classification 374 Mixed Goods and Externalities 374 Inefficiencies that Require Public Choices 376 Providing Public oods 377 The Free-Rider Problem 377 Marginal Social Benefit from a Public Good 377 Marginal Social Cost of a Public Good 378 Efficient antity of a Public Good 378 Inefficient Private Provision 378 Efficient Public Provision 378 Inefficient Public rprovision 380 ¡¢ Providing Mixed oods with External enefits 381 Private Benefits and Social Benefits 381 Government Actions in the Market for a Mixed Good with External Benefits 382 Bureaucratic Inefficiency and Government Failure 383 Health-Care Services 384 £ READING BETWEEN THE LINES Reforming Health Care 386 CHAPTER 17 * ECONOMICS OF THE ENVIRONMENT 393 ¤ Negative Externalities Pollution 394 Sources of Pollution 394 Effects of Pollution 394 Private Cost and Social Cost of Pollution 395 Production and Pollution: How Much 396 Property Rights 396 The Coase Theorem 397 Government Actions in a Market with External Costs 398 The Tragedy of the Commons 400 Sustainable Use of a Renewable Resource 400 The ruse of a Common Resource 402 Achieving an Efficient tcome 403 ¡¢ READING BETWEEN THE LINES ¥ Tax ersus Cap-and-Trade 406 PART FIVE WR A P-U P * ¦ Understanding Market ailure and overnment e, the People, 413 Talking with Caroline M. Hoxby 414 xxi ÃÄÅÆeÅÆÇ xxii § PA RT SI FACTOR MARKETS, INE UALIT AND UNCERTAINT 417 ¨ © ©ª « * MAR¬ETS FOR FACTORS OF CHAPTER 1 PRODUCTION 417 The Anatomy of actor Markets 418 Markets for Labor Services 418 Markets for Capital Services 418 Markets for Land Services and Natural Resources 418 Entrepreneurship 418 ® °abor Markets 422 ² ± ± 427 Capital and Natural esource Markets 428 Capital Rental Markets 428 Land Rental Markets 428 Nonrenewable Natural Resource Markets 429 READING BETWEEN THE LINES The Labor Market in Action 432 MATHEMATICAL NOTE ³ ´ µ¶ V·¸¹e ·µd Dº´c»¹µ¶ºµg Pee 434  ± ± ±  À A Competitive Labor Market 422 A Labor Market with a Union 424 Scale of the Union Nonunion age Gap 426 Trends and Differences in age Rates The Distribution of Income 442 The Income Lorenz Curve 443 The Distribution of ealth 444 ealth or Income 444 Annual or Lifetime Income and ealth Trends in Inequality 445 Poverty 446 445 Ine uality in the World Economy 448 Income Distributions in Selected Countries Global Inequality and Its Trends 449 The emand for a actor of Production 419 alue of Marginal Product 419 A Firms Demand for Labor 419 A Firms Demand for Labor Curve 420 Changes in a Firms Demand for Labor 421 ¯ ¼ * ECONOMIC INE½¾ALIT¿ 441 Economic IneÀuality in the United Átates 442 CHAPTER 1 Á À The ources of Economic Ine uality Human Capital 450 Discrimination 452 Contests Among Superstars 453 Unequal ealth 454 ² 450 ± Income edistribution 455 Income Taxes 455 Income Maintenance Programs Subsidized Services 455 The Big Tradeoff 456 455 READING BETWEEN THE LINES Trends in Incomes of the Super Rich 458 448 Contents CHAPTER ÈÉ * UNCERTAINTÊ AND INFORMATION 465 Ëecisions in the Ìace of Uncertainty Expected Íealth 466 Risk Aversion 466 Utility of Íealth 466 466 Grades as Signals 478 PART SIX WRA P- UP * 469 Insurance Markets 469 A Graphical Analysis of Insurance Risk That Cant Be Insured 471 ÒÑ READING BETWEEN THE LINES Expected Utility 467 Making a Choice with Uncertainty 468 Îuying and Ïelling Ðisk Ñ Uncertainty Informatio and the Invisible Hand 477 Information as a Good 477 Monopoly in Markets that Cope with Uncertainty 477 470 Private Information 472 Asymmetric Information: Examples and Problems 472 The Market for Used Cars 472 The Market for Loans 475 The Market for Insurance 476 Ì Ñ Understanding actor Markets Ine uality and Uncertainty For hom 485 Ó Ñ Í Ô Talking with David Card 486 Glossary G-1 Index I-1 Credits C-1 xxiii