Experimental Derivation of a Demand Curve

John Brock

Consumer Economics

Non-computerized experiment

Most of the concepts presented in Principles of Microeconomics are particularly abstract to the average introductory student. This "Coke game" is designed to bring life to a few of these concepts so that students will better understand and retain important principles. Further, the active nature of the game provides a very welcome variation to the usual lecture format. The following concepts are introduced through the use of this experiment: law of demand and the "ceteris paribus" assumption, consumer surplus, competitive equilibrium and pareto optimality, and monopoly power and profits. Since students are using their own money to purchase Cokes, the message being sent is particularly powerful