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Macroeconomics, on the other hand, is the field of economics that studies the
behavior of the economy as a whole and not just on specific companies, but entire
industries and economies. This looks at economy-wide phenomena, such as Gross
National Product (GDP) and how it is affected by changes in unemployment, national
income, rate of growth, and price levels. For example, macroeconomics would look
at how an increase/decrease in net exports would affect a nation's capital
account or how GDP would be affected by unemployment rate. (To keep reading on
this subject, see Macroeconomic Analysis.)
John Maynard Keynes is often credited with founding macroeconomics. He started
the use of monetary aggregates to study broad phenomena; some economists
reject his theory and many of those who use it disagree about how to interpret it.
While these two studies of economics appear to be different, they are actually
interdependent and complement one another since there are many overlapping
issues between the two fields. For example, increased inflation (macro effect) would
cause the price of raw materials to increase for companies and in turn affect the
end product's price charged to the public.
The bottom line is that microeconomics takes a bottoms-up approach to analyzing
the economy while macroeconomics takes a top-down approach. Microeconomics
tries to understand human choices and resource allocation, and macroeconomics
tries to answer such questions as "What should the rate of inflation be?" or "What
stimulates economic growth?"
Regardless, both micro- and macroeconomics provide fundamental tools for any
finance professional and should be studied together in order to fully understand how
companies operate and earn revenues and thus, how an entire economy is
managed and sustained.
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The Power of Incentives
Most of economics can be summarized in four words: "People respond to
incentives." The rest is commentary.
"People respond to incentives" sounds innocuous enough, and almost everyone
will admit its validity as a general principle. What distinguishes the economist is his
insistence on taking the principle seriously at all times.
I remember the late 1970s and waiting half an hour to buy a tank of gasoline at a
federally controlled price. Virtually all economists agreed that if the price were
allowed to rise freely, people would buy less gasoline. Many noneconomists
believed otherwise. The economists were right: When price controls were lifted, the
lines disappeared.
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The idea that as prices rise (or incomes decrease) consumers will replace more
expensive items with less costly alternatives. Conversely, as the wealth of
individuals increases, the opposite tends to be true, as lower-priced or inferior
commodities are eschewed for more expensive, higher-quality goods and services this is known as the income effect.
INVESTOPEDIA EXPLAINS 'Substitution Effect'
Although beneficial to some (i.e. discount retailers), in general, the substitution
effect is very negative in nature, as it limits choice. This is true not only for
products, but also for services. Examples of the substitution effect in action can
sometimes be observed over the winter holiday season, where, in lean economic
times, discount retailers often hold up well.
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