All production in real time occurs in the short run. The decisions made by businesses tend to be focused on operational aspects, which is defined as specific decisions made to manage the day to day activities in the company. Businesses are limited by many things including staff, facilities, skill-sets, and technology. Hence, decisions reflect ways to achieve maximum output given these restrictions. In the short run, increases and decreases in variable factors are the only things that can affect the output produced by firms. They could change things such as labour and raw materials. They are not able to change fixed factors such as buildings, rent, and know-how since they are in the early stages of production. Firms make decisions with respect to costs. In the short run, the variation in output, given the current level of personnel and equipment, determines the costs along with fixed factors that are unavoidable in the early stages of the firm. Therefore, costs are both fixed and variable. A standard way of viewing these costs is per unit, or the average. Economists tend to analyse three costs in the short run:
average fixed costs,
average variable costs, and
average total costs, with respect to
marginal costs. The average fixed cost curve is a decreasing function because the level of fixed costs remains constant as the output produced increases. Both the average variable cost and average total cost curves initially decrease, then start to increase. The more variable costs used to increase production (and hence more total costs, as they equal the sum of average and fixed costs), the more output generated. Marginal costs are the cost of producing one more unit of output. It is an increasing function due to the
law of diminishing returns, which explains that is it more costly (in terms of labour and equipment) to produce more output. In the short run, a
profit-maximizing firm will: • Increase production if marginal cost is less than
marginal revenue (added revenue per additional unit of output); • Decrease production if marginal cost is greater than
marginal revenue; • Continue producing if average variable cost is less than
price per unit, even if average total cost is greater than
price; • Shut down if average variable cost is greater than
price at each level of outputs The decisions of the firm impacts consumer decisions. Since there are constraints in the short run, consumers must make decisions in quick time with respect to their current level of wealth and level of knowledge. This is similar to Kahneman's
System 1 style of thinking where decisions made are fast, intuitively, and impulsively. In this time frame, consumers may act irrationally and use biases to make decisions. A common bias is the use short-cuts known as
heuristics. Due to differences in various situations and environments, heuristics that may be useful in one area may not be useful in other areas and lead to sub-optimal decision making and errors. Thus, it becomes difficult for businesses, who are tasked to forecast the demand curves of consumers, to make their own ideal decisions. ==Transition from short run to long run==