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4 The Role of Aggregate Demand

cover that some employees are often idle. Profit-maximizing firms can react to this situation in one of three main ways:
1. Adjust quantity: lay off workers or cut back workers' hours to stop producing the unwanted output.
2. Adjust price: decrease prices to induce people to increase aggregate demand by enough to buy all of the output being produced.
3. Adopt some combination of the two preceding options, adjusting both price and quantity at the same time.
Quantity adjustment is the most natural reaction because it directly attacks the inventory buildup and the problem of idle employees. Cutting price is not likely to be a profit-maximizing move, even in tandem with output reduction, unless costs fall as well. The most likely scenario is that national income/output will adjust to match aggregate demand. As noted earlier, this is the heart of the Keynesian analysis: aggregate demand is the driving force that determines the level of national income.
4.3—
The Multiplier
The policy conclusion of this Keynesian analysis is that by increasing aggregate demand the government can increase national income. An obvious way of doing so is by increasing government spending G. By this is meant a permanent increase in the level of government spending, say from $700 billion to $708 billion. (A one-time increase in government spending would increase income only temporarily.)
Suppose G is increased by $8 billion, creating an excess demand of $8 billion. Inventories fall and business is turned away, signaling to producers that there is excess demand, so they react by increasing output/income. Suppose national output/income increases by $8 billion. Will this result stop the forces pushing up output/income?
Although the initial excess demand of $8 billion has now been met by $8 billion of extra output, and it would seem that the forces pushing up income/output would be eliminated, this assumption is not so. This $8 billion increase in income itself creates extra demand. Consumers will want to increase consumption demand now that their income is higher, reopening the excess demand gap. This reaction renews the forces that stimulate the economy, causing this process to repeat itself and thus leading to an ever larger income level.
This repetitive process is outlined in figure 4.1, where the notation should be obvious. (For example, ­ agg D for g & s stands for an increase in aggregate demand for goods and services.) For those interested, this process can also be illustrated on a classic macroeconomic diagram, the 45°-line diagram, shown in appendix 4.3 at the end of this chapter.
At first glance it seems as though the process outlined in figure 4.1 could go on forever, but it does not. Although the excess demand is continually being renewed, the magnitude of
 
Curiosity 4.2: What Is The Multiplier?
A formal definition of the multiplier is the change in the equilibrium level of income per change in government spending. (The equilibrium level of income, discussed in appendix A, is that income level at which aggregate demand for goods and services equals aggregate supply of goods and services.) It is calculated as
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where D GDP is the change in equilibrium income resulting from a change in government spending of size D G. A common use of the multiplier is to enable calculation of the increase in government spending that is needed to push the economy to a desired income level. Suppose, for example, that we wish to increase the income level by $10 billion, and the multiplier is 4. From the definition of the multiplier we obtain 4 = 10/ D G, implying that the required D G = $2.5 billion.
This example of a multiplier of 4 should not be taken literally. The multiplier value varies across countries and within a single country over time. Furthermore, its actual value is difficult to measure. As will be seen in chapter 7, some economists believe its value is very small, perhaps less than one.
To be careful, we should really call the multiplier the income multiplier with respect to government spending," so as not to confuse it with other multipliers, but we follow tradition and call it "the" multiplier, seldom using the quotes. Many other multipliers exist, all giving the change in something of interest per change in something over which we have control. Some examples are the income multiplier with respect to the money supply, giving the change in equilibrium income per change in the money supply, and the employment multiplier with respect to the tax rate, giving the change in equilibrium employment per change in the tax rate. The latter multiplier should be negative because an increase in the tax rate should decrease disposable income and thus lower consumption demand, decreasing aggregate demand for goods and services.

this renewal is shrinking, so this iterative process eventually dies out. The numerical example began with $8 billion excess demand. This led to an income increase of $8 billion, which in turn caused aggregate demand to increase, but by less than $8 billion. Why? Consumers use part of any increase in income to pay extra taxes and augment savings, causing the increase in consumption demand to fall well short of $8 billion. In this numerical example, consumption increases by 70 percent of the income increase. The next time the economy cycles through this iterative process, income increases again, but by less than $8 billion, and the third time through it increases by still less, as shown in the numerical example.
This process is also illustrated in figure 4.2 where the economy begins at income level $700 billion, experiences an increase in government spending of $8 billion, and then moves over time to a higher income level, eventually reaching an income of $726.7 billion.
Because of the renewal of aggregate demand, the ultimate increase in national income resulting from the $8 billion increase in government spending is more than $8 billion. If we had continued the iterative calculations in our numerical example, the ultimate cumulative increase in income would have turned out to be $26.7 billion. In this example, each dollar