ANALYSIS from the Economist:
When lots of people smoked, there were many “price-elastic” consumers. In plain English, they were sensitive to increases in the cost of a cigarette. As more people have quit, however, only the most committed smokers are still puffing. Companies have responded by raising prices at an ever-quicker pace.
MY COMMENT: In the simple demand curves of Chapter 6, consumers' price elasticity of demand depends only on the price: at higher prices, firms sell less (quantity) but earn bigger margins on each sale.
But in this case, price elasticity depends both on price and the type of consumers in the market. Higher prices make the more-price-elastic consumers stop smoking. As a result, only less price-elastic consumers are left. So higher prices make demand demand less elastic. When tobacco firms raise price they lose fewer customers.
In the language of Chapter 13 and 14, it becomes profitable to serve only the less elastic consumers.


