JSTOR (Journal Storage) is a nonprofit organization that sells subscriptions for Internet access to back issues of scholarly journals in fields such as chemistry, literature, business, and economics. To determine the fees it charges institutions for online subscriptions, JSTOR analyzes the electronic data it accumulates on how often faculty and students access articles in different journals. Intensive downloading of large numbers of articles in physics journals at any price, for instance, indicates that the price elasticity of demand for JSTOR subscriptions to physics journals is likely to be relatively low. JSTOR takes such data into account when it sets the price it charges a college library for its physics journal subscriptions. In this way, it can charge a higher price to colleges where faculty and students have more inelastic demand.

For what purpose do you suppose JSTOR uses the price elasticity information?