BY: EDE KENECHUKWU KENNETH edekenechukwuk@gmail.com
The law of demand states that “as the price of
goods rise, so less of that commodity will be purchased”. The question, then is
seeking special circumstances when this law is broken. In order to find these,
we must analyze the two effects of a price change. The substitution effect is
concerned with changes in relative prices, while the income effect is concerned
with changes in real income or purchasing power.
For a normal good, these two factors act in the
same direction. A rise in the price of a commodity increases its price relative
to other commodities and causes other goods to be substituted for it. A rise in
the price of a commodity also reduces the individual’s real income in as much
as he is now unable to purchase the same amount of commodities as before the
price rise.
Usually, we expect this reduction in real income to
cause a fall in demand. Hence, both the income and substitution effects operate
in the same direction causing less of a commodity to be purchased when its
price rises. The demand curve for such a commodity therefore slopes downwards
as predicted by the law of demand.
For inferior goods, a fall in income is associated
with a lager quantity being demanded. So the income effect of a price change is
opposite to that of a normal good. Thus the income and substitution effects act
in opposing directions. However, the demand curve would still slope downwards
while the substitution effect was greater than the income effect. Only when the
income effect is greater than substitution effects (and acts in the opposite
direction) will the demand curve slope upwards. In this case the commodity is
called a “Giffen good”.
This situation is illustrated in the fig 1 below
which employs indifference theory for two commodities W and X. Given the
individual’s income Y and initial prices PW and PX, we
may construct his initial budget line FE, reflecting combinations of the two
goods he could just afford to purchase if he spent all his income. Note that OF
represents the amount of W he could buy if he purchased none of X.
i.e.
OF =
Y/PW
OE =Y/PX
Given also a set of
convex indifference curves, each reflecting combinations of the two goods which
yield equal satisfaction, then the highest indifference curve the individual
can attain within his fixed budget will be one such as I2 which just
touches the budget line at point G. Here the amount of X purchased is OB, which
is his utility maximizing quantity of X demanded at the price PX,
given constant values for Y and PW.
Now consider the
effect of a rise in the price of X to PX1. This causes
the budget line to rotate inwards to FD. By the same reasoning as above
OD =
The highest
indifference curve he can now attain is I1, which just touches the
new budget line at H, where an amount OC of X is purchased. Since OC exceeds
OB, the quantity of X demanded has increased following a rise in its price. The
demand curve therefore slopes upwards. As discussed above, this can only occur when
the income effect acts in the opposite direction to the substitution effect and
is greater in absolute magnitude. To determine the relative sizes of these
income and substitution effects we require a third budget line F` D` drawn so
as to have the same price ratio (and hence slope) as FD just touching I2
at point J.
The
substitution effect is caused purely by the change in relative prices, the
individual being compensated for any change in real income so as to keep him on
the same indifference curve I2. In figure 1, the change in relative
prices would cause the individual to move from G to J, hence the quantity of X
demanded would fall from OB to OA.
The income
effect is found by removing this income compensation, forcing the individual
from J to H and increasing the quantity of X demanded from OA to OC. As this
effect is greater than the substitution effect the overall impact on demand is
positive. Thus, only when the income effect of a price change is greater than
the substitution effect and acts in the opposite direction will the demand
curve slope upwards.




