Consumer surplus is the difference between the maximum price a consumer is willing to pay and the actual price they do pay. If a consumer is willing to pay more for a unit of a good than the current asking price, they are getting more benefit from the purchased product than they would if the price was their maximum willingness to pay. They are receiving the same benefit, the obtainment of the good, at a lesser cost. An example of a good with generally high consumer surplus is drinking water. People would pay very high prices for drinking water, as they need it to survive. The difference in the price that they would pay, if they had to, and the amount that they pay now is their consumer surplus. The utility of the first few liters of drinking water is very high (as it prevents death), so the first few liters would likely have more consumer surplus than subsequent quantities. The maximum amount a consumer would be willing to pay for a given quantity of a good is the sum of the maximum price they would pay for the first unit, the (lower) maximum price they would be willing to pay for the second unit, etc. Typically these prices are decreasing; they are given by the individual
demand curve, which must be generated by a rational consumer who maximizes utility subject to a budget constraint. For a given price the consumer buys the amount for which the consumer surplus is highest. The consumer's surplus is highest at the largest number of units for which, even for the last unit, the maximum willingness to pay is not below the
market price. Consumer surplus can be used as a measurement of social welfare, shown by Robert Willig. For a single price change, consumer surplus can provide an approximation of changes in welfare. With multiple price and/or income changes, however, consumer surplus cannot be used to approximate economic welfare because it is not single-valued anymore. More modern methods are developed later to estimate the welfare effect of price changes using consumer surplus. The aggregate consumers' surplus is the sum of the consumer's surplus for all individual consumers. This aggregation can be represented graphically, as shown in the above graph of the market demand and supply curves. The aggregate consumers' surplus can also be said to be the maxim of satisfaction a consumer derives from particular goods and services.
Calculation from supply and demand The consumer surplus (individual or aggregated) is the area under the (individual or aggregated) demand curve and above a horizontal line at the actual price (in the aggregated case, the equilibrium price). If the demand curve is a straight line, the consumer surplus is the area of a triangle: :CS = \frac{1}{2} Q_{\mathrm{mkt}} \left( P_{\max} - P_{\mathrm{mkt}} \right), where
Pmkt is the equilibrium price (where supply equals demand),
Qmkt is the total quantity purchased at the equilibrium price, and
Pmax is the price at which the quantity purchased would fall to 0 (that is, where the demand curve intercepts the price axis). For more general demand and supply functions, these areas are not triangles but can still be found using
integral calculus. Consumer surplus is thus the definite integral of the demand function with respect to price, from the market price to the maximum reservation price (i.e., the price-intercept of the demand function): :CS = \int^{P_{\max}}_{P_{\mathrm{mkt}}} D(P)\, dP, where D(P_{\max}) = 0. This shows that if we see a rise in the equilibrium price and a fall in the equilibrium quantity, then consumer surplus falls.
Calculation of a change in consumer surplus The change in consumer surplus is used to measure the changes in prices and income. The demand function used to represent an individual's demand for a certain product is essential in determining the effects of a price change. An individual's demand function is a function of the individual's income, the demographic characteristics of the individual, and the vector of commodity prices. When the price of a product changes, the change in consumer surplus is measured as the negative value of the integral from the original actual price (
P0) and the new actual price (
P1) of the demand for product by the individual. If the change in consumer surplus is positive, the price change is said to have increased the individuals welfare. If the price change in consumer surplus is negative, the price change is said to have decreased the individual's welfare.
Distribution of benefits when price falls When supply of a good expands, the price falls (assuming the demand curve is downward sloping) and consumer surplus increases. This benefits two groups of people: consumers who were already willing to buy at the initial price benefit from a price reduction, and they may buy more and receive even more consumer surplus; and additional consumers who were unwilling to buy at the initial price will buy at the new price and also receive some consumer surplus. Consider an example of linear supply and demand curves. For an initial supply curve
S0, consumer surplus is the triangle above the line formed by price
P0 to the demand line (bounded on the left by the price axis and on the top by the demand line). If supply expands from
S0 to
S1, the consumers' surplus expands to the triangle above P1 and below the demand line (still bounded by the price axis). The change in consumer's surplus is difference in area between the two triangles, and that is the consumer welfare associated with expansion of supply. Some people were willing to pay the higher price
P0. When the price is reduced, their benefit is the area in the rectangle formed on the top by
P0, on the bottom by
P1, on the left by the price axis and on the right by line extending vertically upwards from
Q0. The second set of beneficiaries are consumers who buy more, and new consumers, those who will pay the new lower price (
P1) but not the higher price (
P0). Their additional consumption makes up the difference between
Q1 and
Q0. Their consumer surplus is the triangle bounded on the left by the line extending vertically upwards from
Q0, on the right and top by the demand line, and on the bottom by the line extending horizontally to the right from
P1.
Rule of one-half The
rule of one-half estimates the change in consumer surplus for small changes in supply with a constant demand curve. Note that in the special case where the consumer demand curve is linear, consumer surplus is the area of the triangle bounded by the vertical line
Q = 0, the horizontal line P = P_\mathrm{mkt} and the linear demand curve. Hence, the change in consumer surplus is the area of the trapezoid with i) height equal to the change in price and ii) mid-segment length equal to the average of the ex-post and ex-ante equilibrium quantities. Following the figure above, :\Delta CS = \frac{1}{2} (Q_1 + Q_0)(P_0 - P_1), where: • CS = consumers' surplus; •
Q0 and
Q1 are, respectively, the quantity demanded before and after a change in supply; •
P0 and
P1 are, respectively, the prices before and after a change in supply. == Producer surplus ==