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Example 1C: Assume the same facts as Example 1A, except that now the market generates an<br />

external cost of $20 for each unit produced. The table below indicates marginal private benefit<br />

(MPB), marginal private cost (MPC), marginal external cost, and marginal social cost (MSC) for<br />

different quantities. Marginal social cost is the sum of marginal private cost and marginal external<br />

cost. The graph below illustrates that private market equilibrium (where MPB = MPC) occurs at a<br />

quantity of 4 units and a price of $45. The optimal quantity (where MSB = MSC) occurs at 3 units,<br />

which corresponds to a price of $55.<br />

Quantity MPB MPC Marginal External Cost MSC<br />

1 $75 $15 $20 $35<br />

2 65 25 20 45<br />

3 55 35 20 55<br />

4 45 45 20 65<br />

5 35 55 20 75<br />

6 25 65 20 85<br />

7 15 75 20 95<br />

$<br />

$95 -<br />

85 -<br />

75 -<br />

65 -<br />

55 -<br />

45 -<br />

35 -<br />

25 -<br />

15 -<br />

Z<br />

0 <br />

0 1 2 3 4 5 6 7<br />

OPT<br />

P.M.E.<br />

Quantity<br />

S MSC<br />

S MPC<br />

D MPB<br />

With an external cost, the private market equilibrium (where MPB = MPC) will be greater than the<br />

optimal quantity (where MSB = MSC).<br />

Controlling Externalities<br />

There are four methods for controlling externalities. Three of these methods involve internalizing<br />

the externality (changing the external benefit or cost into a private benefit or cost to the person<br />

generating it).<br />

Internalizing Externalities:<br />

FOR REVIEW ONLY - NOT FOR DISTRIBUTION<br />

1. Persuasion. Generally, a person generating an external benefit or cost does not take it into<br />

account in his or her consumption or production decision. Persuasion may cause the person to<br />

consider the external effect of his or her actions.<br />

Market Failure 27 - 4

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