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Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Ch. 7: Consumers, Producers, and the Efficiency of Markets
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Welfare economics: the study of how the allocation of resources
affects economic well-being.
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Welfare economics: the study of how the allocation of resources
affects economic well-being.
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Welfare economics: the study of how the allocation of resources
affects economic well-being.
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Welfare economics: the study of how the allocation of resources
affects economic well-being.
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Welfare economics: the study of how the allocation of resources
affects economic well-being.
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Welfare economics: the study of how the allocation of resources
affects economic well-being.
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Welfare economics: the study of how the allocation of resources
affects economic well-being.
Are Emily and Greg More Employable than Lakisha and Jamal? A
Field Experiment on Labor Market Discrimination
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Welfare economics: the study of how the allocation of resources
affects economic well-being.
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Welfare economics: the study of how the allocation of resources
affects economic well-being.
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Welfare economics: the study of how the allocation of resources
affects economic well-being.
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Welfare economics: the study of how the allocation of resources
affects economic well-being.
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Willingness to pay (WTP): maximum amount a buyer is willing
to pay for a good (buyer’s value of the good).
How do we construct a demand schedule/curve from WTPs?
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Willingness to pay (WTP): maximum amount a buyer is willing
to pay for a good (buyer’s value of the good).
Consumer preferences
Name
Willingness to Pay
(WTP) for 2 scoops
of ice cream
George
$3
Ronald
$6
Jimmy
$1
Barack
$5
George jr.
$2
Richard
$8
Bill
$0
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Willingness to pay (WTP): maximum amount a buyer is willing
to pay for a good (buyer’s value of the good).
Demand schedule
Consumer preferences
Name
Willingness to Pay
(WTP) for 2 scoops
of ice cream
George
$3
Ronald
$6
Jimmy
$1
Barack
$5
George jr.
$2
Richard
$8
Bill
$0
Price of
2 ice
cream
scoops
Who buys
𝑸𝒅
$1
Everyone except
bill
6
$2
Everyone except
bill and jimmy
5
$3
George, Ronald,
Barack and
Richard
4
$4
Same
4
$5
Ronald, Barack,
Richard
3
$6
Ronald and
Richard
2
$7
Richard
1
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Willingness to pay (WTP): maximum amount a buyer is willing
to pay for a good (buyer’s value of the good).
Demand schedule
Consumer preferences
Name
Willingness to Pay
(WTP) for 2 scoops
of ice cream
George
$3
Ronald
$6
Jimmy
$1
Barack
$5
George jr.
$2
Richard
$8
Bill
$0
Demand curve
Price of
2 ice
cream
scoops
Who buys
𝑸𝒅
$1
Everyone except
bill
6
$2
Everyone except
bill and jimmy
5
$3
George, Ronald,
Barack and
Richard
4
$4
Same
4
$5
Ronald, Barack,
Richard
3
$6
Ronald and
Richard
2
$7
Richard
1
P
$7
$6
$5
$4
$3
$2
$1
0 1
2
3
4
5
6
7
8 𝑄𝐷
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Willingness to pay (WTP): maximum amount a buyer is willing
to pay for a good (buyer’s value of the good).
Demand schedule
Consumer preferences
Name
Willingness to Pay
(WTP) for 2 scoops
of ice cream
George
$3
Ronald
$6
Jimmy
$1
Barack
$5
George jr.
$2
Richard
$8
Bill
$0
Demand curve
Price of
2 ice
cream
scoops
Who buys
𝑸𝒅
$1
Everyone except
bill
6
$2
Everyone except
bill and jimmy
5
$3
George, Ronald,
Barack and
Richard
4
$4
Same
4
$5
Ronald, Barack,
Richard
3
$6
Ronald and
Richard
2
$7
Richard
1
P
$7
$6
$5
$4
$3
$2
$1
0 1
2
3
4
5
6
7
8 𝑄𝐷
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Willingness to pay (WTP): maximum amount a buyer is willing
to pay for a good (buyer’s value of the good).
Demand schedule
Consumer preferences
Name
Willingness to Pay
(WTP) for 2 scoops
of ice cream
George
$3
Ronald
$6
Jimmy
$1
Barack
$5
George jr.
$2
Richard
$8
Bill
$0
Demand curve
Price of
2 ice
cream
scoops
Who buys
𝑸𝒅
$1
Everyone except
bill
6
$2
Everyone except
bill and jimmy
5
$3
George, Ronald,
Barack and
Richard
4
$4
Same
4
$5
Ronald, Barack,
Richard
3
$6
Ronald and
Richard
2
$7
Richard
1
P
$7
$6
$5
$4
$3
$2
$1
0 1
2
3
4
5
6
7
8 𝑄𝐷
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Why the staircase demand curve? Does it violate the law of
demand?
Demand schedule
Consumer preferences
Name
Willingness to Pay
(WTP) for 2 scoops
of ice cream
George
$3
Ronald
$6
Jimmy
$1
Barack
$5
George jr.
$2
Richard
$8
Bill
$0
Demand curve
Price of
2 ice
cream
scoops
Who buys
𝑸𝒅
$1
Everyone except
bill
6
$2
Everyone except
bill and jimmy
5
$3
George, Ronald,
Barack and
Richard
4
$4
Same
4
$5
Ronald, Barack,
Richard
3
$6
Ronald and
Richard
2
$7
Richard
1
P
$7
$6
$5
$4
$3
$2
$1
0 1
2
3
4
5
6
7
8 𝑄𝐷
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Demand schedule
Consumer preferences
Name
Willingness to Pay
(WTP) for 2 scoops
of ice cream
George
$3
Ronald
$6
Jimmy
$1
Barack
$5
George jr.
$2
Richard
$8
Bill
$0
Demand curve
Price of
2 ice
cream
scoops
Who buys
𝑸𝒅
$1
Everyone except
bill
6
$2
Everyone except
bill and jimmy
5
$3
George, Ronald,
Barack and
Richard
4
$4
Same
4
$5
Ronald, Barack,
Richard
3
$6
Ronald and
Richard
2
$7
Richard
1
P
$7
$6
$5
$4
$3
$2
$1
0 1
2
3
4
5
6
7
8 𝑄𝐷
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
P
$7
Demand curve for ice cream
$6
$5
$4
$3
$2
$1
$0 0
1
2
3
4
5
6
7
8
𝑄𝐷
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
P
$7
Demand curve for ice cream
Richard WTP - $8 (off the chart)
$6
Ronald WTP - $6
$5
Barack WTP - $5
$4
$3
George WTP - $3
$2
George Jr. WTP - $2
$1
Jimmy WTP - $1
$0 0
1
2
3
4
5
6
7
8
𝑄𝐷
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
P
$7
Demand curve for ice cream
Richard WTP - $8 (off the chart)
$6
The marginal buyer is the one that
would leave the market if P was any
higher
Ronald WTP - $6
$5
Barack WTP - $5
At $3, George is the marginal buyer.
$4
At $1, Jimmy is the marginal buyer.
$3
At $6, Ronald is the marginal buyer.
George WTP - $3
$2
George Jr. WTP - $2
$1
Jimmy WTP - $1
$0 0
1
2
3
4
5
6
7
8
𝑄𝐷
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Consumer surplus (CS): amount a buyer is willing to pay minus
the amount the buyer actually pays (CS = WTP βˆ’ P)
P
$7
$6
Demand curve for ice cream
Richard WTP - $8 (off the chart)
Consumer surplus = WTP - P
Richard’s
CS
Market price of $5
Ronald’s
CS
Ronald WTP - $6
Richard purchases and receives CS $8-$5 = $3
$5
Ronald purchases and receives CS $6 - $5 = $1
Barack WTP - $5
$4
Barack purchases and receives CS $5 - $5 = $0
Market consumer surplus = $3 + $1 = $4
$3
George WTP - $3
Barack is the marginal consumer!
$2
George Jr. WTP - $2
$1
Jimmy WTP - $1
$0 0
1
2
3
4
5
6
7
8
𝑄𝐷
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Consumer surplus (CS): amount a buyer is willing to pay minus
the amount the buyer actually pays (CS = WTP βˆ’ P)
P
$7
Demand curve for ice cream
Consumer surplus = WTP - P
Richard WTP - $8 (off the chart)
Market price of $4
$6
Richard purchases and receives CS $8 - $4 = $4
Richard’s
CS
Ronald WTP - $6
Ronald’s
CS
$5
Ronald purchases and receives CS $6 - $4 = $2
Barack’s
CS
Barack WTP - $5
$4
Barack purchases and receives CS $5 - $4 = $1
George purchases and receives CS $4 - $4 = $0
Market consumer surplus = $4 + $2 + $1 = $7
$3
George WTP - $3
George is the marginal consumer!
$2
George Jr. WTP - $2
$1
Jimmy WTP - $1
$0 0
1
2
3
4
5
6
7
8
𝑄𝐷
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Consumer surplus (CS): amount a buyer is willing to pay minus
the amount the buyer actually pays (CS = WTP βˆ’ P)
Demand for Jimmy John’s sandwiches (per month)
Price of a $12
sandwich
Price = $6, what is the
market consumer surplus?
$9
$6
$3
0
0
50
150
100
Quantity of sandwiches
200
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Consumer surplus (CS): amount a buyer is willing to pay minus
the amount the buyer actually pays (CS = WTP βˆ’ P)
Demand for Jimmy John’s sandwiches (per month)
Price of a $12
sandwich
Price = $6, what is the
market consumer surplus?
$9
Market
consumer
surplus
$6
$3
0
0
50
150
100
Quantity of sandwiches
200
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Consumer surplus (CS): amount a buyer is willing to pay minus
the amount the buyer actually pays (CS = WTP βˆ’ P)
Demand for Jimmy John’s sandwiches (per month)
Price of a $12
sandwich
πŸ‘π’™πŸ“πŸŽ
𝟐
Market
consumer
surplus
= πŸ•πŸ“
$9
πŸ‘π’™πŸ“πŸŽ = πŸπŸ“πŸŽ
πŸ‘π’™πŸ“πŸŽ
𝟐
= πŸ•πŸ“
Price = $6, what is the
market consumer surplus?
Market consumer
surplus is $300
$6
$3
0
0
50
150
100
Quantity of sandwiches
200
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Consumer surplus (CS): amount a buyer is willing to pay minus
the amount the buyer actually pays (CS = WTP βˆ’ P)
Demand for Jimmy John’s sandwiches (per month)
Price of a $12
sandwich
πŸ‘π’™πŸ“πŸŽ
𝟐
Market
consumer
surplus
= πŸ•πŸ“
$9
Price = $9, what is the
market consumer surplus?
Market consumer
surplus is $75
$6
$3
0
0
50
150
100
Quantity of sandwiches
200
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Consumer surplus (CS): amount a buyer is willing to pay minus
the amount the buyer actually pays (CS = WTP βˆ’ P)
Demand for Jimmy John’s sandwiches (per month)
Price of a $12
sandwich
πŸ‘π’™πŸ“πŸŽ
𝟐
Market
consumer
surplus
= πŸ•πŸ“
$9
Price = $9, what is the
market consumer surplus?
Market consumer surplus is $75
Consumer surplus decreases with
higher prices!
$6
$3
0
0
50
150
100
Quantity of sandwiches
200
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Producer surplus (CS): amount a seller actually receives minus
the amount the seller is willing to accept (CS = P βˆ’ OC )
Supply schedule
Supply curve
Sellers costs
Name
Opportunity cost of
producing 2 scoops
of ice cream
Ben and Jerry’s
$1
Breyers
$2
Wal Mart
$3
Albertsons
$4
Girl Scouts of
America
$5
Safeway Select
$6
Dairy Queen
$7
Price of
2 ice
cream
scoops
Who provides/sells
$1
Ben and Jerry’s
1
$2
Breyer’s and
B & J’s.
2
$3
Breyer’s, B and J’s, Wal
Mart
3
$4
Everyone except GSA,
Safeway, DQ
4
$5
Everyone except
Safeway, DQ
5
$6
Everyone except DQ
6
$7
Everyone
7
𝑸𝒔
P
$7
$6
$5
$4
$3
$2
$1
0 1
2
3
4
5
6
7
8 𝑄𝑠
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Producer surplus (CS): amount a seller actually receives minus
the amount the seller is willing to accept (CS = P βˆ’ OC )
P
$7
Supply curve for ice cream
$6
$5
$4
$3
$2
Producer surplus = P – Opp. Cost
$1
$00
1
2
3
4
5
6
7
8
𝑄𝐷
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Producer surplus (CS): amount a seller actually receives minus
the amount the seller is willing to accept (CS = P βˆ’ OC )
P
$7
Supply curve for ice cream
$6
$5
$4
$3
Producer
Surplus
$2
πŸ‘π’™πŸ‘
𝟐
What is producer surplus if P = $3?
= $πŸ’. πŸ“
$1
$00
1
2
3
4
5
6
7
8
𝑄𝐷
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Producer surplus (CS): amount a seller actually receives minus
the amount the seller is willing to accept (CS = P βˆ’ OC )
P
$7
Supply curve for ice cream
$6
$5
$4
$3
Producer
Surplus
$2
πŸ‘π’™πŸ‘
𝟐
What is producer surplus if P = $3?
= $πŸ’. πŸ“
Market producer surplus is $4.5
$1
$00
1
2
3
4
5
6
7
8
𝑄𝐷
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Producer surplus (CS): amount a seller actually receives minus
the amount the seller is willing to accept (CS = P βˆ’ OC )
P
$7
Supply curve for ice cream
$6
$5
Producer
Surplus
$4
πŸ”π’™πŸ”
𝟐
= $πŸπŸ–
$3
$2
What is producer surplus if P = $6?
Market producer surplus is $18
$1
$00
1
2
3
4
5
6
7
8
𝑄𝐷
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Producer surplus (CS): amount a seller actually receives minus
the amount the seller is willing to accept (CS = P βˆ’ OC )
P
$7
Supply curve for ice cream
$6
$5
Producer
Surplus
$4
πŸ”π’™πŸ”
𝟐
= $πŸπŸ–
$3
What is producer surplus if P = $6?
$2
Market producer surplus is $18
$1
$00
Producer surplus increases with
price!
1
2
3
4
5
6
7
8
𝑄𝐷
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Consumer surplus, Producer surplus and total surplus:
amount a buyer is willing to pay minus the amount the buyer
actually pays
β€’ CS = (value to buyers) - (amount paid by buyers) =
buyers’ gain from participating in market
β€’ PS = (amount received by sellers) - (cost to sellers) =
sellers’ gain from participating in market
β€’ Total surplus = CS + PS
= total gains from trade in a market
= value to buyers - cost to sellers
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Efficiency: An allocation of resources is efficient if it maximizes
total surplus. Efficiency means
β€’ The goods are consumed by the buyers who value them most
highly.
β€’ The goods are produced by the producers with the lowest
costs.
β€’ Raising or lowering teh quantity of a good would not increase
total surplus.
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Checking a market for efficiency
Price of a
kg of raw
$40
opium
Raw opium market in Afghanistan
Demand
Supply
$30
Consumer
surplus
$20
Producer
surplus
Is this market efficient?
$10
0
0
50
100
150
Quantity of raw opium sold
200
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Checking a market for efficiency
Price of a
kg of raw
$40
opium
Raw opium market in Afghanistan
Demand
Supply
$30
Consumer
surplus
Efficiency: condition 1
Who consumes the
good?
$20
Producer
surplus
Every buyer who has a
WTP >$20. That that
value the good the most
consume it.
$10
0
0
50
100
150
Quantity of raw opium sold
200
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Checking a market for efficiency
Price of a
kg of raw
$40
opium
Raw opium market in Afghanistan
Demand
Supply
$30
Consumer
surplus
Efficiency: condition 2
Who produces the good?
$20
Every seller who has a
cost < $20 produces.
Producer
surplus
Lowest cost sellers
produce.
$10
0
0
50
100
150
Quantity of raw opium sold
200
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Checking a market for efficiency
Price of a
kg of raw
$40
opium
Raw opium market in Afghanistan
Demand
Supply
$30
Consumer
surplus
$30, cost to
producer
>
$20
Producer
surplus
$10
0
0
50
$10,
value to
buyer
100
150
Quantity of raw opium sold
Efficiency: condition 3
Does equilibrium
quantity maximize total
surplus?
Yes, any additional unit
produces would cost the
marginal producer more
than it would benefit the
marginal consumer.
200
Chapter 7: Consumers, Producers, and the Efficiency of
Markets
Checking a market for efficiency
Price of a
kg of raw
$40
opium
Raw opium market in Afghanistan
Demand
Supply
$30,
value to
buyer
$30
Consumer
surplus
Efficiency: condition 3
Does equilibrium
quantity maximize total
surplus?
>
$20
Producer
surplus
$10
0
Yes, any additional unit
produces would cost the
marginal producer more
than it would benefit the
marginal consumer.
$10, cost to
producer
0
50
100
150
Quantity of raw opium sold
200