A Movement along the curve occurs exclusively due to a change in the price of the good itself. This is referred to as a change in the Quantity Demanded (). An increase in price causes a 'contraction,' while a decrease causes an 'extension.'
A Shift of the curve occurs when a non-price factor changes, affecting the entire demand relationship. This is referred to as a change in Demand. A rightward shift indicates an increase in demand, while a leftward shift indicates a decrease.
It is vital to use the correct terminology: 'Quantity Demanded' for price changes and 'Demand' for shifts caused by external factors.
Income: For Normal Goods, demand increases as income rises. For Inferior Goods (e.g., generic brands), demand decreases as income rises because consumers switch to higher-quality alternatives.
Prices of Related Goods: Demand for a good increases if the price of a Substitute (a replacement) rises. Conversely, demand decreases if the price of a Complement (a good used together, like cars and fuel) rises.
Tastes and Preferences: Changes in fashion, health trends, or successful advertising campaigns can significantly increase consumer desire for a product, shifting the curve to the right.
Demographics and Seasonality: An increase in population size or changes in age structure affects market demand. Similarly, seasonal changes (e.g., demand for heaters in winter) cause predictable shifts.
| Feature | Movement along Curve | Shift of the Curve |
|---|---|---|
| Cause | Change in the price of the good itself | Change in non-price factors (e.g., Income, Tastes) |
| Terminology | Change in 'Quantity Demanded' | Change in 'Demand' |
| Visual | Sliding from one point to another on the same line | The entire line moves left or right |
| Result | Extension or Contraction | Increase or Decrease in Demand |
Check the Axis: Always ensure Price () is on the vertical axis and Quantity () is on the horizontal axis. Mislabeling axes is a common way to lose easy marks.
Identify the Trigger: Before drawing, ask: 'Is the price of the good changing?' If yes, move along the curve. If anything else is changing, shift the curve.
Labeling Shifts: When shifting the curve, always label the new curve (e.g., ) and use arrows to indicate the direction of the shift to make your logic clear to the examiner.
Sanity Check: If a complement's price goes up, demand for the primary good should go down (shift left). If a substitute's price goes up, demand for the primary good should go up (shift right).