MILK PRICES 



189 



prices, attitude of competitors, attitude of public officials, 

 attitude of the newspapers, and the state of public senti- 

 ment in general. For example, during the period of the 

 war there were many instances in which increases In price 

 of milk resulted in very little decrease in demand because 

 some public body or the public in general had satisfied 

 itself that the increase in price was justified, and that milk 



Fig. 13. — Effect of Price per Quart and per Pint on the Proportions of 



Each Taken.' 



was still a cheap food, since other prices had also been in- 

 creasing. In other instances, however, it took a consider- 

 able amount of publicity to overcome the tendency to 

 curtail consumption as price increased. The Chicago 

 Health Department reported that in Chicago when milk 

 was selling at 8 cents per quart, the daily consumption 

 amounted to about one million quarts. When the price 

 rose to 10 cents only about 800,000 quarts were consumed. 



' From Wis. Agr. Exp. Sta. Bui. 285, p. 36. 



