Imagine that you run the toll authority for a city bridge. You must charge all of your customers the exact same toll. Initially, you have set the price at $7 per trip. The blue line on the following graph shows the weekly demand curve for trips across the city bridge.On the following graph, use the purple rectangle (diamond symbols) to shade the area representing the total weekly revenue when the toll is $7 on the graph. Notice that when you click on the rectangle, the area is displayed.

TR at $7TR at $8012345678910109876543210TOLL (Dollars per vehicle)QUANTITY (Thousands of vehicles per week)Demand

An advisor has suggested that if you raise the toll to $8, the toll authority would bring in more revenue. To analyze this, use the green rectangle (triangle symbols) to shade the area representing the total weekly revenue when the toll is $8 on the graph.

When the toll is $7, total revenue is

per week, but when the toll is $8, total revenue is

per week.

Based on your analysis, you can conclude that your advisor is in suggesting that total revenue would rise if you increase the toll from $7 to $8, because the demand for trips across the bridge for prices between $7 and $8 is