In: Economics
A city has built a bridge over a river and it decides to charge a toll to everyone who crosses. For one year, the city charges a variety of different tolls and records information on how many drivers cross the bridge. The city thus gathers information about elasticity of demand. If the city wishes to raise as much revenue as possible from the tolls, where will the city decide to charge a toll: in the inelastic portion of the demand curve, the elastic portion of the demand curve, or the unit elastic portion? Explain using elasticity and total revenue diagram
The relationship between elasticity and total revenue is as follows:
When demand is inelastic, it implies that consumers don't have a lot of options and would be willing to pay the higher prices.
If demand is elastic, consumers will have other substitutes or options, and they will not pay the toll.
Hence, the city should charge a toll in the inelastic portion of the demand curve.
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This is shown in the diagram as follows:
When the toll is low, quantity of cars is Q1. When the toll is high, quantity is Q2.
The percentage change in quantity is very small, but the percentage change in price (toll) is much higher.
Total Revenue is given by area of the rectangle P x Q.
It can be observed that:
Area of rectangle OP2BQ2is greater than Area of rectangle OP1BQ1
Thus, a higher toll has resulted into a higher total revenue. This is only because demand is inelastic in the diagram.