Additional Application
A study done by a group from the Harvard School of Public Health in 1988 indirectly
supported the relationship between the price a consumer pays and the marginal utility
the consumer receives for medical services. The study claimed that the charges for
surgery were “too high” while charges for doctor consultations and office visits were
“too low.” An hour of a doctor’s time in surgery earned a great deal more than an hour
of consultation in the office. If more prevention through consultation could result in less
need for surgery, why should the fees for corrective medical surgery be so much greater
than the fees for diagnosis and prevention of medical problems? Therefore the Harvard
group recommended higher fees for consultation and lower fees for surgery. They
determined that such changes would more accurately reflect the value of each service.
Yet consumers willingly pay more for surgery than consultation. Why? Because the
marginal utility received from an hour of surgery is determined to be much greater than
the marginal utility from an hour of consultation. Consumers allocate their expenditures
with an awareness of the ratio of the marginal utility from a good or service to its price.
“Doctors’ Fees Called Out of Balance,” The Christian Science Monitor, September 29,
1988, p. 3.
Which of the following economically explains why consumers are willing to pay less
for a consultation than for a surgery?
A) Consumers receive more value from a consultation than a surgery.
B) Consumers receive less value from a consultation than a surgery.
C) Consumers are unable to determine the value from either service.
D) Consumers are unaware of the prices being charged for each of these services.
Figure 11.3 shows demands and costs for a monopolistically competitive firm. When
the firm’s demand curve shifts from to and to :