Claudia Goldin (Photo from Goldin’s web page at havard.edu.)
Claudia Goldin, the Henry Lee Professor of Economics at Harvard, has been awarded the 2023 Nobel Prize in Economic Sciences. Goldin’s research is wide-ranging, with a focus on the economic history of women and on gender disparities in wages and employment. She received her PhD from the University of Chicago in 1972 for a thesis that was published in 1976 as Urban Slavery in the American South, 1820 to 1860: A Quantitative History. Her thesis adviser, Robert Fogel, was awarded the Nobel Prize in 1993 for his work in economic history. He shared the prize that year with Douglas North of Washington University in St. Louis. Goldin’s work on economic history contributed to the cliometric revolution, which involves the application of theoretical models and econometric methods to the study of historical issues. At the time of the award to Fogel and North, Goldin discussed their research and the cliometric revolution here.
Goldin’s pioneering and influential research on the economic history of women was the basis for her 1990 book Understanding the Gender Gap: An Economic History of American Women. The themes of that book were expanded on in 2021 in Career & Family: Women’s Century-Long Journey toward Equity, and in her forthcoming An Evolving Force: A History of Women in the Economy.
In research with Lawrence Katz, also a professor of economics at Harvard, Goldin has explored how technological change and educational attainment have affected income inequality, particularly the wage premium skilled workers receive. Goldin and Katz summarized their findings in 2008 in the influential book, The Race between Education and Technology.
The wide scope of Goldin’s research can be seen by reviewing her curriculum vitae, which can be found here. The announcement by the Nobel committee can be found here.
Join authors Glenn Hubbard & Tony O’Brien as they discuss the economic landscape of inflation, soft-landings, and the green economy. This conversation occurred on Saturday, 9/16/23, prior to the FOMC meeting on September 19th-20th.
An electric vehicle (EV) charging station. (Photo from the Associated Press via the Wall Street Journal.)
Secretary of Energy Jennifer Granholm recently took a road trip in a caravan of electric vehicles (EVs). The road trip “was intended to draw attention to the billions of dollars the White House is pouring into green energy and clean cars.” A reporter for National Public Radio (NPR) went on the trip and wrote an article on her experience.
One conclusion the reporter drew was: “Riding along with Granholm, I came away with a major takeaway: EVs that aren’t Teslas have a road trip problem, and the White House knows it’s urgent to solve this issue.” The problem was that charging stations are less available and less likely to be functioning than would be needed for a road trip in an EV to be as smooth as a similar trip in a gasoline-powered car. The reporter noted that in her experience with her own EV: “I use multiple apps to find chargers, read reviews to make sure they work and plot out convenient locations for a 30-minute pit stop (a charger by a restaurant, for instance, instead of one located at a car dealership).”
EVs exhibit network externalities. As we discuss in Microeconomics and Economics, Chapter 10, 10.3 (Essentials of Economics, Chapter 7, Section 7.3), Network externalities are a situation in which the usefulness of a product increases with the number of consumers who use it. For example, the more iPhones people buy, the more profit firms and individuals can earn by creating apps for the iPhone. And the more apps that are available, the more useful an iPhone becomes to people who use it.
In this blog post, we discuss how Mark Zuckerberg’s Meta Platforms (which was originally named Facebook) has had difficulty selling Oculus augmented reality headsets. Many people have been reluctant to buy these headsets because they don’t believe there are enough software programs available to use the headsets with. Software designers don’t have much incentive to produce such programs because not many consumers own a headset necessary to use the programs.
The difficulty that Meta has experienced with augmented reality headsets can be overcome if the product is sufficiently useful that consumers are willing to buy it even if complementary products are not yet available. That was the case with the iPhone, which experienced strong sales even before Apple opened its app store. Or to take an historical example relevant to the current situation with EVs: When the Ford Motor Company introduced the Model T car in the early twentieth century, many people found that owning a car was such an advance over using a horse-drawn vehicle that they were willing to buy one despite there being realtively few gas stations and repair shops available. Because so many cars were being sold, entrepreneurs had an incentive to begin opening gas stations and repair shops, which increased the attractiveness of using a car, thereby further increasing demand.
As the NPR reporter’s experience shows, consumers choosing between buying an EV or a gasoline-powered car are in a situation similar to that faced by early twentieth century consumers in choosing between cars and horse-drawn vehicles. One difference between the two situations is that Congress and the Biden administration are attempting to ease the transition to EVs by subsidizing the construction of charging stations and by providing tax credits to people who buy EVs.
Supports:Microeconomics, Chapter 6, Section 6.3, Economics, Chapter 6, Section 6.3, and Essentials of Economics, Chapter 7, Section 7.7.
In August 2023, an article in the Wall Street Journal discussed the effort of the German government to reduce tobacco use. As part of the effort, the government increased the tax on tobacco products, including cigars and cigarettes. The tax increase took effect on January 1, 2022. According to German government data, during 2022 the quantity of cigars and cigarettes sold declined by 8.3 percent. At the same time, the tax revenue the government collected from the tobacco tax declined from €14.7 billion to €14.2 billion.
From this information, can you determine whether the tobacco tax raised the price of cigars and cigarettes by more or less than 8.3 percent? Can you determine whether the demand for cigars and cigarettes in Germany is price elastic or price inelastic? Briefly explain.
According to the Wall Street Journal article, in addition to increasing the tax on tobacco products, the German government took other steps, including banning outdoor advertising of tobacco products, to discourage smoking. Does this additional information affect your answer to parts a.? Briefly explain.
Solving the Problem
Step 1: Review the chapter material. This problem is about the effect of price changes on revenue, so you may want to review Microeconomics, Chapter 6, Section 6.3, “The Relationship between Price Elasticity of Demand and Total Revenue,” or the corresponding sections in Economics, Chapter 6 or Essentials of Economics, Chapter 7.
Step 2:Answer part a. by explaining whether you can tell if the tobacco tax raised the price of cigars and cigarettes by more than 8.3 percent and whether the demand for cigars and cigarettes in Germany is price elastic or price inelastic. We have two pieces of information: (1) In 2022, the quantity of cigars and cigarettes sold in Germany fell by 8.3 percent, and (2) the revenue the German government collected from the tobacco tax fell. We know that if a company increases the price of its product and the total revenue it earns falls, then the demand for the product must be price elastic. We can apply that same reasoning to a government increasing a tax. If the tax increase leads to a fall in revenue we can conclude that the demand for the good being taxed (in this case cigars and cigarettes) is price elastic. When the demand for a good is price elastic, the percentage change in the quantity demanded resulting from a price increase will be greater than the percentage change in the price. Therefore, the percentage change in price resulting from the tax must be less than 8.3 percent. An important qualification to this conclusion is that it holds only if no variable, other than the increase in the tax, affected the demand for cigars and cigarettes during 2022.
Step 3: Answer part b. by explaining how the German government’s banning of outdoor advertising of tobacco products affects your answer to part a. Banning outdoor advertising of tobacco products may have reduced the demand for cigars and cigarettes. If the demand curve for cigars and cigarettes shifted to left, then some of the 8.3 percent decline in the quantity sold may have been the result of the shift in demand rather than the result of the increase in the tax. In other words, the German market for cigars and cigarettes in 2022 may have experienced both a decrease in demand—as the demand curve shifted to the left—and a decrease in the quantity demanded—as the tax increase raised the price of cigars and cigarettes. Given this new information, we can’t be sure that our conclusions in part a.—that the demand for cigars and cigarettes is price elastic and that the tax resulted in an increase in the price of less than 8.3 percent—are correct.
Extra credit: This discussion indicates that in practice economists have to use statistical methods when they estimate the price elasticity of demand for a good or service. The statistical methods make it possible to distinguish the effect of a movement along a demand curve as the price changes from a shift in the demand curve caused by changes in other economic variables.
Sources: Jimmy Vielkind, “Smoking Is a Dying Habit. Not in Germany,” Wall Street Journal, August 31, 2023; and Statistisches Bundesamt, “Taxation of Tobacco Products (Cigarettes, Cigars/Cigarillos, Fine-Cut Tobacco, Pipe Tobacco): Germany, Years, Tax Stamps,” September 10, 2023.
Supports: Microeconomics, Chapter 6, Section 6.3, Economics, Chapter 6, Section 6.3, and Essentials of Economics, Chapter 7, Section 7.7.
New York City subway. (Photo from the New York Times.)
An article on Crain’s New York Business noted that the Metropolitan Transit Authority (MTA), which runs New York City’s public transportation system was increasing the fare for a bus or subway ride from $2.75 to $2.90. The article noted that: “Revenue generated by the fare increase is expected to cover the [MTA’s] operating expenses and help keep up with inflation.”
a. What is the MTA assuming about the price elasticity of demand for subway and bus rides in New York City? How plausible do you find this assumption? Briefly explain.
b. What is the largest percentage decline in subway and bus rides that the MTA can experience and still meet its revenue expectations?
Solving the Problem
Step 1: Review the chapter material. This problem is about the relationship between a price increase on quantity demanded and revenue, so you may want to review the section “The Relationship between Price Elasticity of Demand and Total Revenue.”
Step 2: Answer part (a) by explaining what the MTA is assuming about the price elasticity of demand for subway and bus rides, and comment on the plausibility of this assumption. If the MTA is expecting that an increase in the price of a subway and bus ride will increase the total revenue it earns from these rides, it must be assuming that the demand for subway and bus rides is price inelastic. If the demand were price elastic, the MTA would earn less revenue following the price increase.
As we saw in Chapter 6, Section 6.2, the most important determinant of elasticity is the existence of substitutes. In a big city, the most important substitutes to taking public transportation are: (1) people walking, (2) people driving their own cars, or (3) people using a ride-hailing service, such as Uber and Lyft. People who live close to their destination and who were indifferent between walking and taking public transportation before the price increase, are likely to switch to walking. Given the size of a city like New York, we might expect the number of these people to be relatively small. Driving your own car in a big city has the drawback that heavy traffic may mean it takes longer to drive than to take the bus or subway and paying for parking can be expensive. Using Uber or Lyft is also much more expensive than taking public transportation and may also be slow. It seems likely that current users of public transportation in New York City don’t see these alternatives as close substitutes for the bus or subway. So, it’s plausible for the MTA to assume that the demand for subway and bus rides is price inelastic.
Step 3: Answer part (b) by calculating the largest percentage decline in bus and subway rides that the MTA can experience and still meet its revenue expectations. The MTA is increasing the price of subway and bus rides from $2.75 to $2.90 per ride. That is a ($0.15/$2.75) × 100 = 5.5 percent increase. (Note that we would get a somewhat different result if we used the midpoint formula described in Section 6.1.) For the MTA’s revenue to increase as a result of the price increase, the percentage decrease in the quantity demanded of subway rides must be less than the percentage increase in the price. Therefore, the price increase can’t result in a decline of more than 5.5 percent.
Source: Caroline Spivak, “Subway and Bus Fares Will Increase Starting Sunday,” crainesnewyork.com, August 18, 2023.
Photo of a Walmart store from the Associated Press via the Wall Street Journal.
Many people are familiar with Fortune magazine’s list of the 500 largest U.S.-based firms, measured by their revenue in 2022. (Note: It’s easy to confuse the Fortune 500 with the S&P 500. Firms are included in the S&P 500 on the basis of their market capitalization—the value of all of their outstanding shares of stock—rather than on the basis of their revenue. The S&P 500 is used to compute the most widely followed stock market index. See Microeconomics and Economics, Chapter 8, Section 8.2, and Macroeconomics and Essentials of Economics, Chapter 6, Section 6.2.)
Fortune also compiles a global 500 list, which includes firms based anywhere in the world. The table below shows the top 10 firms on this Fortune list. With more than $600 billion in revenue in 2022, Walmart tops the list. Five of the ten largest firms are in the oil industry. The three firms based in China are owned by the Chinese government. The Saudi government owns more than half of Saudi Aramco.
Firm
Industry
Country
Walmart
Retailing
United States
Saudi Aramco
Oil
Saudi Arabia
State Grid
Public utility
China
Amazon
Retailing
United States
China National Petroleum
Oil
China
Sinopec Group
Oil
China
Exxon Mobil
Oil
United States
Apple
Consumer electronics
United States
Shell
Oil
United Kingdom
UnitedHealth Group
Health insurance
United States
The following table shows how many firms among the top 100 are headquartered in the listed countries. All countries that have more than one firm located in them are included. Far more of these large firms are located in the United States and China than in any of the other countries. Germany, Japan, France, and South Korea are the only other countries that are the headquarters for more than two firms.
Supports: Microeconomics, Chapter 6, Section 6.3, Economics, Chapter 6, Section 6.3, and Essentials of Economics, Chapter 7, Section 7.7
The Walt Disney Studios in Burbank, California (Photo from reuters.com)
On August 9, Disney released its earnings for the third quarter of its fiscal year. In a conference call with investors, Disney CEO Bob Iger announced that the price for a subscription to the Disney+ streaming service would increase from $10.99 per month to $13.99. An article in the Wall Street Journal quoted Iger as saying that the company had been more uncertain about pricing Disney+ than rival Netflix was about pricing its streaming service “because we’re new at all this.” According to the article, Iger had also said that “there was room to raise prices further [for Disney+] without reducing demand.” A column in the New York Times made the following observation: “The strategy now is to extract more money from subscribers via hefty price increases for Disney+, and hoping that those efforts don’t drive them away.”
a. What is Disney assuming about the price elasticity of demand for Disney+? Briefly explain.
b. Assuming that Disney is only concerned with the total revenue it earns from Disney+, what is the largest percentage of subscribers Disney can afford to “drive away” as a result of its price increase?
c. Why would Iger point out that Disney was new at selling streaming services when discussing the large price increase they were implementing?
d. According to the Wall Street Journal’s account of Iger’s remarks, did he use the phrase “reducing demand” as an economist would? Briefly explain.
Solving the Problem
Step 1: Review the chapter material. This problem is about the effect of a price change on a firm’s revenue, so you may want to review the section “The Relationship between Price Elasticity of Demand and Total Revenue.”
Step 2: Answer part (a) by explaining what Disney is assuming about the price elasticity of demand for Disney+.Disney must be assuming that the demand for Disney+ is price inelastic because they expect that the price increase will increase the revenue they earn from the service. If the demand were price elastic, they would earn less revenue following the price increase.
Step 3: Answer part (b) by calculating the largest percentage of subscribers that Disney can drive away with the price increase. Disney is increasing the price of Disney+ by $3 per month, from $10.99 to $13.99. That is a ($3/$10.99) × 100 = 27.3 percent increase. (Note that we would get a somewhat different result if we used the midpoint formula described in Section 6.1.) For the price increase to increase Disney’s revenue from Disney+, the percentage decrease in the quantity demanded must be less than the percentage increase in the price. Therefore, the price increase can’t drive away more than 27.3 percent of Disney+ subscribers.
Step 4: Answer part (c) by explaining why Iger mentioned that Disney was new to streaming when discussing the Disney+ price increase. Firms sometimes attempt to statistically estimate their demand curves to determine the price elasticity. But particularly when a firm has only recently started selling a product, it often searches for the profit maximizing price through a process of trial and error. Iger contrasted Disney’s relative lack of experience in selling streaming services with Netflix’s much longer experience. In that context, it’s plausible that Disney had been substantially overestimating the price elasticity of demand for Disney+ (that is, Disney had thought that in absolute value, the price elasticity was larger than it actually was). So, the profit maximizing price might be significantly higher than the company had initially thought.
Step 5: Answer part (d) by explaining whether Iger used the phrase “reducing demand” as an economist would. Following a price increase, Disney will experience a reduction in the quantity demanded of Disney+ subscriptions—a movement along the demand curve for subscriptions. For Disney to experience reduced demand for Disney+ subscriptions—a shift of the demand curve—a change in some variable other than price would have to cause consumers to reduce their willingness to buy subscriptions at every price.
Sources: Robbie Whelan, “Disney to Significantly Raise Prices of Disney+, Hulu Streaming Services,” Wall Street Journal, August 9, 2023; and Andrew Ross Sorkin, Ravi Mattu, Sarah Kessler, Michael J. de la Merced, and Ephrat Livni, “Bob Iger Tweaks Disney’s Strategy on Streaming,” New York Times, August 10, 2023.
The Magic Kingdom in Walt Disney World in Florida. Photo by the AP via the Wall Street Journal.
Elasticity is near the top of the list of topics that students struggle with in the principles course. Some students struggle with the arithmetic of calculating elasticities, while others have difficulty understanding the basic concept. The importance and difficulty of elasticity led us to devote an entire chapter to it: Chapter 6 in both Microeconomics and Economics. (We include a briefer discussion in Chapter 7, Sections 7.5 and 7.6 in Essentials of Economics.)
When the Walt Disney Company released its 2023 second quarter earnings report on May 10, it turned out that Disney CEO Bob Iger is also a little shaky on the concept of price elasticity. During Iger’s previous time as Disney CEO he had started the Disney+ subscription streaming service. Like some other streaming services during the past year, Disney+ has struggled to earn a profit. Disney’s announcement in November 2022 that Disney+ had lost $1.47 billion during the previous quarter contributed to Bob Chapek, Iger’s predecessor as CEO, being fired by Disney’s board of directors.
For this quarter, Iger was able to announce that losses at Disney+ had been reduced to $659 million, although skepticism among investors about whether the service would turn a profit by next year as Iger indicated contributed to a sharp decline in Disney’s stock price. The smaller loss at Disney+ was largely the result of Disney having raised the price of the service in December 2022 from $7.99 per month to $10.99 per month. According to an article in the Wall Street Journal, Iger noted that the price increase had caused only a very small decline in subscribers. Iger was quoted as concluding: “That leads us to believe that we, in fact, have pricing elasticity” with respect to Disney+.
Taken literally, Iger has the concept of elasticity backwards. If “having pricing elasticity” means having price elastic demand, then Disney would have experienced a large loss of Disney+ subscribers after the price increase, not a small loss. To use the concept correctly, Iger should have said something like “we have price inelastic demand.” If we give Iger the benefit of the doubt and assume that he knows the definitions of price elastic and price inelastic, then we can interpret what he said as meaning “we have favorable price elasticity.” Favorable in this case would mean demand is price inelastic.
In any case, this episode is a good example of why many students–and CEOs!–can struggle with the concept of price elasticity.
Join authors Glenn Hubbard & Tony O’Brien as they discuss the state of the landing the economy will achieve – hard vs. soft – or “no landing”. Also, they address the debt ceiling and the barriers it might present to a recovery. We also delve into the Chips Act and what economics has to say about the subsidy of a particular industry. Gain insights into today’s economy through our final podcast of the 2022-2023 academic year! Our discussion covers these points but you can also check for updates on our blog post that can be found HERE .
Supports: Microeconomics, Chapter 11, Section 11.5; Economics, Chapter 11, Section 11.5; and Essentials of Economics, Chapter 8, Section 8.5
Photo from the Wall Street Journal.
Imani owns a firm that sells payroll services to companies in the Atlanta area. Her largest cost is for labor. She employs workers who use software to prepare payroll reports and to handle texts and calls from client firms. She decides to begin using a generative AI program, like ChatGPT, which is capable of quickly composing thorough answers to many questions and write computer code. She will use the program to write the additional computer code needed to adapt the payroll software to individual client’s needs and to respond to clients seeking advice on payroll questions. Once the AI program is in place, she will need only half as many workers. The number of additional workers she needs to hire for every 20 additional firms that buy her service will fall from 5 to 1. She will have to pay a flat monthly licensing fee for the AI program; the fee will not change with the number of firms she sells her services to. Imani determines that making these changes will reduce her total cost of providing services to her current 2,000 clients from $2,000,000 per month to $1,600,000 per month
In answering the following questions, assume that, apart from the number of workers, none of the other inputs—such as the size of her firm’s office, the number of computers, or other software—change as a result of her leasing the AI program.
a. Briefly explain whether each of the following statements about the cost situation at Imani’s firm after she begins using the AI program is correct or incorrect.
Her firm’s average total cost, average variable cost, and average fixed cost curves will shift down, while her firm’s marginal cost curve will shift up.
Her firm’s average total cost, average variable cost, average fixed cost and marginal cost curves will all shift up.
Her firm’s average total cost, average variable cost, and marginal cost curves will shift down, while her average fixed cost curve will shift up.
Her firm’s average total cost, average variable cost, average fixed cost, and marginal cost curves will all shift down.
Her firm’s average fixed cost curve will shift up, but her other cost curves will be unchanged.
b. Draw a graph illustrating your answer to part a. Be sure to show the original average total cost, average variable cost, average fixed cost, and marginal cost curves. Also show the shifts—if any—in the curves after Imani begins using the AI program.
Solving the Problem
Step 1: Review the chapter material. This problem requires you to understand definitions of costs, so you may want to review the sections “The Difference between Fixed Costs and Variable Costs,” “Marginal Costs,” and “Graphing Cost Curves”
Step 2: Answer part (a) by explaining whether each of the five listed statements is correct or incorrect. The cost of the AI program is fixed because it doesn’t change with the quantity of her services that Imani sells. Her firm will have greater fixed costs after licensing the AI program but she will have lower variable costs because she is able to produce the same level of output with fewer workers. Her marginal cost will also decline because she needs to hire fewer workers as the quantity of services she sells increases. We know that the average total cost per month of providing her service to 2,000 clients has decreased because we are given the information that it changed from ($2,000,000/2,000) = $1,000 to ($1,600,000/2,000) = $800.
This statement is incorrect because her average fixed cost curve will shift up as a result of her total fixed cost having increased by the amount of the AI program license and because her marginal cost curve will shift down, not up.
This statement is incorrect because all of her cost curves, except for average fixed cost, will shift down, not up.
This statement is correct because it describes the actual shifts in her cost curves.
This statement is incorrect because her average fixed cost curve will shift up, not down.
This statement is incorrect because her rather than being unaffected, her average total cost, average variable cost, and marginal cost curves will shift down.
Step 3: Answer part (b) by drawing the cost curves for Imani’s firm before and after she begins using the AI program. Your graph should look like the following, where the curves representing the firm’s costs before Imani begins leasing the AI program are in blue and the costs after leasing the program are in red.
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