The substitution effect explains why there is an inverse relationship between the price
of a product and the quantity of the product demanded.
A Big Mac costs $4.00 in the United States and 9.00 reals in Brazil. If the exchange rate
is 2 reals per dollar, what is the dollar cost of a Big Mac in Brazil?
A) $0.89
B) $2.25
C) $4.50
D) $8.00
Article Summary. Brandeis University economist Benjamin Shiller has written a
paper which explains how Netflix could combine demographic data with
customers’ Web browsing habits to more accurately predict how much a customer
would be willing to pay for a Netflix subscription, and how using this method of
first-degree price discrimination would generate higher profits. Shiller explains
that the more information a company has about its customers, the better it is at
being able to set prices to increase profits. As he stated in his paper, “Using all
variables to tailor prices, one can yield variable profits 1.39 percent higher than
variable profits obtained using non-tailored 2nd degree price-discrimination.
Using demographics alone to tailor prices raises profits by much less, yielding
variable profits only 0.14% higher than variable profits attainable under 2nd
degree [price discrimination].” Source: Brian Fung, “How Netflix could use Big
Data to make twice as much money off you,” Washington Post, September 4, 2013.