On the consumer’s perspective they feel that they are poorer since they could buy fewer goods with their money. A common psychological response would be to trim down their spending, worried that they might not have enough to get by until the next pay comes in. With less spending by the people in effect, Businesses no longer receives enough money to generate new investments. Even simply covering their expenses is a monumental task to undertake. To compensate for this, they can either lower their prices to generate enough sales to cover expenses before due, or lay off employees to cut down costs. This is a no win situation for everyone as layoffs cuts production and lowering prices pulls profit margins to negative. This domino effect continues until enough people were laid off to seriously reduce aggregate demand. There would be so little spending by the people at this stage that some businesses can no longer breathe. Deprived from that much needed sales that could have been coming from the people. But what can we do? People don’t have enough money to keep businesses alive. If nobody spends big at this stage then this would turn into a bitter depression. Recovery would be really slow if the rate of money flowing from one hand to another is moving at snail speed.
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