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October 10, 1980 Edu cat Consumers This is National Consumer Education Week. According to the U.S. Office of Consumer Affairs, the week's schedule will feature numerous media events designed lito stimulate support for consumer-education programs and to assistconsuniers in dealingwith the problems of inflation." This might thus be a fitting time to summarize what consumers have learned in an inflationary environment about how to handle $2 trillion in annual income. On the basis of their recent behavior, households seem to have learned the laws of economics reasonably well. They have responded to specific price shocks - especially the several OPEC oil-price shocks - by reducing their demand for higher-priced products. They have also responded to the upward surge in the general price level in an economically rational manner, by spending more and more of their funds on tangible goods rather than depreciating paper. decade. Thus we offset a good deal of the slowdown of output per employee by attracting more married women and teenagers into the paid workforce. Stein attributes this maintenance of real living standards also to the electorate's decision to reduce spending on national defense. In the 1949-69 period, we increased the share of GN P devoted to defense, from 6.44 percent to 8.84 percent, but then reduced the detense share to 4.55 percent over the 1969-79 decade. Because of these two factors, then, the output avai lable for private consumption rose less than GN P in the earlier period but faster than GN P in the most recent decade. Another important feature of consumer behavior during the past inflationary decade was an ability to maintain real living standards in the face of a serious weakening of productivity. Real disposable per capita income - probably the best measure of consumer well-being rose at a 2.25-percent annual rate between 1949 and 1969, but at a 2.64-percent rate over the 1969-79 period. (Real spending showed the same trend as real income.) In contrast, the growth of real GN P per employee slackened considerably over time, with this productivity measure growing at a 2.42-percent rate in the 1949-69 period but atonly a 0.82-percent rate in the 1969-79 period. The 1980's may differ considerably from the 1970's in this regard. The Administration seems to have strong support for its plan to boost defense spending (in real terms) by 25 percent over the next half-decade, and consumers of course will have to bear the burden of that shift in resources. Moreover, demo-graphic factors will work against the expansion of the workforce, because of the slower growth of the pool of potential workers represented by teenagers and middle-aged homemakers. But by the same token, demographic factors favor an improvement in productivity over the coming decade, because roughly half of the nation's population growth over the decade will be concentrated in mature adult (25-44) age brackets. If this mature workforce can obtain better tools to work with (e.g., through tax policies to encourage capital investment), then the nation's productivity performance should improve, and the economy could grow fast enough to meet all the demands placed upon it. Herbert Stein, writing in Contemporary Economic Problems - 1979, notes that the ratio of workers to population remained steady in the first two postwar decades, but then jumped from 40 to 45 percent over the past The OPEC oil exporters will continue to be among the most persistent claimants on U.s. resources. But American consumers, although perhaps unfamiliar with the eco- Higher living standards Responseto price shocks r? f)()r C)f tt')(? -.--- ... --.------ 1'1k Etc)arcJcrt .. .•. ()f 1'1 (yf ..... .. nomic concept of elasticity, have deftly illustrated that concept through their response to soaring oil prices during the past decade. percent during the year. In 1 979 as in earlier years, consumers thus showed a keen appreciation of the concept of price elasticity of demand. According to a Council of Economic Advisers' summary of recent elasticity studies, short-run (one-year) price elasticities of demand for gasoline range between minus 0.2 and 004,while longer-run (five-year) elasticities range between minus 0.6 and minus 0.8. In other words, a 1O-percent rise in price will lead to a 2-to-4 percent reduction in consumption in the short run, and to a 6-to-8 percent reduction in the longer run. The data thus belie the common belief that demand for petroleum products is price inelastic. Responseto inflation Even stronger evidence of consumer education in the economic facts of life can be gleaned from the shift of household assetsin the inflationary environment of the past decade and a half. Over the 1952-65 period, as consu mer prices increased about one-fifth, households concentrated much of their asset holdings in financial (paper) assets,such as deposits and s.ecurities; but over the 1965-78 period, as prices doubled, households shifted thei r attention to tangible (real) assets,such as housing and consumer durables. Consumers were encouraged in this direction by the legislative penalty imposed on saving in the form of deposits, since Congress not only kept bank deposit-rate ceilings intact, but even extended them to thrift institutions at the beginning of this inflationary period. Even before 1979's dramatic price increase, the rising price of energy had cut significantly into demand. Afterthe 1973 oil embargo (1972-78), the growth in per capita gasoline consumption rose less than half as fast as in the preceding six-year period, even though real per capita income rose at roughly the same rate during the two periods. This finding can be partly explained by improvements in the fuel efficiency of automobiles, although auto usage also dropped in the post-embargo period. Average miles traveled per car dropped slightly between 1972 and 1 978 - but would have been 10 percent higher if the 1966-72 trend had continued over the following period. And households showed an even better conservation record in terms of total per capita energy usage. If the earlier trend had continued, total energy use would have been 16 percent higher than the 1 978 actual figure which represents the saving of 6 million barrels of oil a day. The overall wealth-income ratio of house.,. holds increased about 9 percent between 1 952 and 1965, butthen declined about 13 percent over the inflationary 1 965-78 period, with net financial wealth plus tangible wealth equalling 4.1 9 times disposable income in 1 978. Between 1965 and 1978, the tangible wealth/income ratio actually increased slightly, but in contrast, the financial wealth/ income ratio dropped sharply from 2.15 to 1 .26 (see chart). Financial and tangible assets All types of financial assetswere handicapped during the recent inflationary period. Household investment in corporate stock suffered because of the increasing uncertainty attached to stocks in an inflationary environment, according to William Fellner in Contemporary Economic Problems - 7979. Moreover, because of the absence of inflation adjustments in taxes on dividends and capital gains, the tax burden on securities owners rose in relation to real yields as the inflation rate increased. Otherfinancial assets,such as Households responded in the same fashion to the 1979 price hikes. Demand for all petroleum products declined more than 4 percent between the fourth quarter of 1 978 and the fourth quarter of 1979, and gasoline demand fell more than 9 percent over that period. Also, drivers responded to higher prices by reducing their average per car by 5 2 claims on money payments fixed in current dollars, involved substantial risk for pre-tax returns, and even greater risk for after-tax returns levied on current-dollar income. Well-developed mortgage markets, combined with the favorable tax treatment of interest expense, encouraged individuals to leverage thei r savings sufficiently to pu rchase homes or investment real estate. Not surprisingly, then, home mortgages accounted for a growing share of total credit demands, rising from 19 percent of total net credit in the 1960's to 20% percent in the 1970's. Tangible assets,such as housing and consumerdurables, were not handicapped in this fashion by the recent inflation. Instead, their prices rose in current-dollar terms, and the prices of some indeed increased in inflationcorrected dollars. And as Fellner notes, the expected real yield of these assetsdepended not on risky market prospects, but rather on the untaxed use value accruing to the households themselves. Moreover, such yields were not limited by price controls - by the statutory regulation of interest rates affecting certain financial assets. Entering the 1980's, many consumers have shown considerable ingenuity in handling inflation. In fact, some have learned to cope too well, and may become somewhat reluctant allies in the fight against inflation. Butthe right policy mix - including the continued dismantling of deposit interest-rate ceilings and (above all) winning the fight against inflation - could persuade rational consumers to take a renewed interest in paper assetsrather than continue their flight into real assets. To buy real property, the average saver assumed an unprecedented amount of additional debt in the recent inflationary period. wmoam Burke Ratio 3.0 \JVeaBth/income Ratios Tangible Financial \ 2.0 to 0.0&....---1952 1 965 1978 1952 3 1965 1978 SS'o'l:> .lSClI:! UOl8U!4seM"4eln • uo8cuO.. epei\aN " o4epi !!pN\eH .. P!UJoJ!leJ PUOZ! N" e>jsPIV @:0)<§ \Ur\£> Jr 'J!Il!:) lSL 'O N 11WM3d Ol\>'d 39V 1 S0d '5'(1 llVW S5Vl:) 15111:1 {J, BANKINGDATA-TWELfTH fEDIERAlRESERVE DISTRDCT (Dollar amounts in millions) SelectedAssetsand liabilities large CommercialBanks Loans (gross,adjusted) and investments* Loans (gross,adjusted) - total# Commercial and industrial Real estate Loans to individuals Securities loans U.S. Treasurysecurities'" Other securities* Demand deposits - total # Demand deposits - adjusted Savingsdeposits - total Time deposits - total# Individuals, part. & corp. (Large negotiable CD's) WeeklyAverages of Daily figures MemberBankReserve Position ExcessReserves( + )/Deficiency (- ) Borrowings Net free reserves( +)/Net borrowed (- ) Amount Outstanding 9/24/80 Change from 9/17/80 140,094 118,220 34,346 47,939 23,787 1,037 6,477 15,397 42,876 32,277 29,353 65,131 56,562 25,103 214 193 47 181 36 91 12 9 -3,561 -1,189 - 247 1,288 1,184 743 Weekended 9/24/80 - 57 136 194 Change from year ago Dollar Percent - Weekended 9/17/80 - 19 166 186 5,891 7,284 2,563 7,025 425 1,133 1,196 197 58 1,950 835 10,255 10,034 4,562 4.4 6.6 8.1 17.2 1.8 - 52.2 - 15.6 1.3 0.1 6.4 2.8 18.7 21.6 22.2 Comparable year-ago period 2 1.5 17 * Excludes trading account securities. # Includes items not shown separately. Editorialcommentsmaybeaddressed to the editor(William Burke)or to the author.... 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