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You may have heard the saying that “time is money.” It is certainly true that time has value and that this value can sometimes be measured in dollars. As we have learned, the monetary price of a good is not always a complete measure of its cost to the consumer. Consuming most goods requires not only money, but time as well; and time, like money, is scarce to the consumer. So a lower time cost, like a lower money price, will make a product more attractive. For example, patients in a dentist’s office would prefer a shorter wait before receiving care. One study showed that dental patients are willing to pay more than $5 per minute saved to shorten their time spent in waiting rooms.6 Similarly, commodities such as automatic dishwashers, prepared foods, air travel, and taxi service are demanded mainly for the time savings they offer. People are often willing to pay relatively high money prices for goods that help them save time.
Time costs, unlike money prices for goods, differ among individuals. They are higher for persons with higher wage rates, for example. Other things being equal, high-wage consumers choose fewer time-intensive (and more time-saving) commodities than people with lower time costs and wages. For example, high-wage consumers are overrepresented among airplane and taxicab passengers but underrepresented among television watchers, chess players, and long-distance bus travelers. Can you explain why? You can, if you understand how both money and time costs influence the choices of consumers.
Failure to account for time costs can lead to bad decisions. For example, which is cheaper for consumers: (1) waiting in line three hours to purchase a $25 concert ticket or (2)buying the same ticket for $40 without standing in line? A consumer whose time is worth more than $5 per hour will find that $40 without the wait in line is less costly. As you can see, time costs matter. For example, when government-imposed price ceilings create shortages, rationing by waiting in line is frequently used. For many consumers, the benefit of the lower price due to the ceiling will be largely, if not entirely, offset by their increased time cost of having to wait in line.