Reviewed by Robert C. Kelly
Fact checked by David Rubin
Four key economic concepts consumers should understand are scarcity, supply and demand, costs and benefits, and incentives. These economic forces influence our purchasing decisions and impact every moment of our lives.
Key Takeaways
- Four key economic concepts—scarcity, supply and demand, costs and benefits, and incentives—explain many human decisions.
- Scarcity is a fundamental economic problem in a world with limited resources.
- Scarcity drives supply and demand, which in turn drive prices.
- Economic incentives drive changes in producer and consumer behaviors.
Scarcity
Everyone has an understanding of scarcity, whether they are aware of it or not, because everyone has experienced the effects of scarcity. Scarcity explains a basic economic problem: the world has limited resources and seemingly unlimited needs. This reality forces people to make decisions about allocating resources in the most efficient way possible so that as many of their highest priorities as possible are met.
For example, there is only so much wheat grown every year. Some people want bread, and some would prefer beer. Only so much of a given good can be made because of the scarcity of wheat. How do we decide how much wheat should be made for bread and beer? Generally, decisions are made using measured supply, expected demand, and past consumption data.
Note
Scarcity also drives trade, because a company, country, or person might have resources another doesn’t.
Supply and Demand
Market systems are generally driven by supply and demand. Regarding beer, if reports indicate people want to buy more beer this year than last year, there will likely be more demand than supply. If economic theory holds true and supply remains the same, prices would likely increase. Producers would need to ramp up production to meet the estimated demand.
Once supply meets or exceeds demand, prices would drop (as long as all other economic factors remained the same).
Although this is an overly simplified example, the relationship between supply and demand helps to explain why prices can rise and fall. The toilet paper shortage during the COVID-19 pandemic is an excellent example of supply, demand, and prices—toilet paper prices rose primarily due to consumer panic-buying.
Costs and Benefits
The concept of costs and benefits is related to the theory of rational choice (and rational expectations) that economics is based on. When economists say that people behave rationally, they mean that people try to maximize the ratio of the benefits to the costs in their purchasing decisions.
If demand for beer is high, breweries will hire more employees to make more beer, but only if the price of beer and the amount of beer they are selling justify the additional costs of their salary and the materials needed to brew more beer. Similarly, the consumer will buy the best beer they can afford to purchase, but not, perhaps, the best-tasting beer in the store.
Although economics assumes that people are generally rational, many of the decisions that humans make are actually very emotional and do not maximize our own benefit. For example, the field of advertising preys on the tendency of humans to act non-rationally. Commercials try to activate the emotional centers of our brain and fool us into overestimating the benefits of a given item.
Everything Is in the Incentives
If you’re a parent, boss, teacher, or anyone with the responsibility of supervision, you’ve probably been in the situation of offering an incentive to increase the likelihood of a particular outcome.
Economic incentives occur when producers are encouraged to supply the goods and services consumers want. When consumer demand for a good increases, the market price of the good rises (ceteris paribus), and producers are incentivized to produce more of the good because they can receive a higher price (until a certain point, where they experience diminishing returns).
On the other hand, when the increasing scarcity of raw materials or inputs for a given good drives costs up, producers might cut back on supply. The price they charge for the good would rise because demand remained the same, and consumers are incentivized to reduce consumption of that good.
Economics Is the Dismal Science
Scarcity underpins all of economics, which is one interpretation of why economics is sometimes called the dismal science. Humans are constantly making choices that are determined by their costs and benefits. On a personal level, scarcity means we must make choices based on the incentives we are given. On a market level, the impact of millions of people making choices manipulates the forces of supply and demand.
What Are the Economic Concepts of Consumers?
Consumer theory attempts to explain how people choose to spend their money based on how much they can spend and the prices of goods and services.
What Are Economic Factors for Consumers?
There are many economic factors that affect consumers, such as employment, wages, prices, and inflation.
What Are the 4 Basic Economic Activities for Consumers?
The four basic economic activities are production, distribution, consumption, and resource management.
The Bottom Line
Four economic concepts that are important to know are the relationship between scarcity, supply and demand, cost and benefit, and economic incentives. Scarcity drives supply and demand, which drive prices, which influence the decisions consumers make based on the costs and benefits of purchasing a good.