Price elasticity

가격 탄력성

Measure how strongly demand responds when price changes.

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html
<div class="el"><div class="chart"><svg viewBox="0 0 300 140" preserveAspectRatio="none"><path d="M8 20 Q145 36 292 127" fill="none" stroke="var(--accent)" stroke-width="4"/><path d="M8 125 Q145 39 292 109" fill="none" stroke="var(--accent-3)" stroke-width="3" stroke-dasharray="5 4"/><line id="needle" x1="120" x2="120" y1="5" y2="135" stroke="var(--fg)" stroke-width="2"/></svg><span>DEMAND</span><span>REVENUE</span></div><div class="metric"><label>PRICE <b id="p">$40</b></label><input id="pr" type="range" min="20" max="80" value="40"><div>UNITS <b id="u">80</b> · SALES <b id="s">$3,200</b></div></div></div>
css
.el{width:min(92%,620px);font:800 clamp(10px,max(2vmin,1vw),14px)/1.2 sans-serif}.chart{position:relative;height:clamp(75px,24vmin,150px);border-bottom:2px solid var(--line)}svg{width:100%;height:100%}.chart span{position:absolute;bottom:3px;color:var(--muted)}.chart span:nth-of-type(1){left:2%;color:var(--accent)}.chart span:nth-of-type(2){right:2%;color:var(--accent-3)}.metric{margin-top:12px}.metric label{display:flex;justify-content:space-between}.metric label b{font-size:clamp(16px,4vmin,30px);color:var(--accent)}input{width:100%;accent-color:var(--accent)}.metric>div{text-align:right;color:var(--muted)}.metric>div b{color:var(--fg)}@media(min-width:700px){body>:first-child{transform:scale(1.25);transform-origin:center}}
js
const r=document.querySelector('#pr');function draw(){const p=+r.value,u=Math.round(120-p);document.querySelector('#p').textContent='$'+p;document.querySelector('#u').textContent=u;document.querySelector('#s').textContent='$'+(p*u).toLocaleString();const x=8+(p-20)/60*284;document.querySelector('#needle').setAttribute('x1',x);document.querySelector('#needle').setAttribute('x2',x)}r.oninput=draw;draw();setTimeout(()=>{r.value=65;draw()},650);setTimeout(()=>{r.value=40;draw()},2600);

Price elasticity compares the percentage change in demand with the percentage change in price. A larger absolute value means demand is more sensitive.

On the demo's illustrative demand curve, raising price lowers quantity, but revenue need not move in the same direction. The balance depends on elasticity.

Control for time, competitor prices and promotions before attributing a change to price. Demo figures are illustrative.

When to use

Use before a price increase or discount to examine units, revenue and profit together.

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