if demand is inelastic then increasing price
o If demand is inelastic, then an increase in price causes an increase in total revenue o If demand is elastic, an increase in the price causes a decrease in total revenue â¢ When demand is inelastic (a price elasticity less than 1), price and total revenue move in the same direction â¢ When demand is elastic (a price elasticity greater than 1), price and total revenue move in opposite directions â¢ If demand is unit elastic (a price elasticity exactly equal to 1), total revenue remains ...