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Exercises · Q10

Q.In the price range where price elasticity of demand for a commodity is greater than 1, what happens to a seller's total revenue if the seller RAISES the price? Explain using the Total Outlay Method.

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The Total Outlay Method's rule states: when demand is relatively elastic (Ed>1E_d>1), a rise in price causes total outlay (equivalently, the seller's total revenue, since total outlay by buyers is exactly the seller's total sales revenue) to FALL, while a fall in price causes total outlay to RISE.

The reasoning: Ed>1E_d>1 means the PERCENTAGE change in quantity demanded is LARGER than the percentage change in price. So if the seller raises price, quantity demanded falls by a proportionately LARGER amount than the price rise — and since Total Revenue = Price ×\times Quantity, a large enough fall in quantity more than cancels out the higher per-unit price, so total revenue FALLS overall. …

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