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.
If the results of the study are correct, a typical consumer using the equimarginal rule
would be expected to:
A) purchase fewer consultations and more surgeries.
B) purchase the same number of both services.
C) purchase more consultations and fewer surgeries.
D) purchase less of both services.
Refer to Figure 12.6. If the firm represented was to increase its price from $15 to $13: