Cashier

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?OPPOSING RHETORIC CONSUMER SOVEREIGNTY?

Consumer Sovereignty is the freedom of spending to yield greater satisfaction. This phenomenon reflects in the ideals of capitalist producers to be forced by competitors to use their resources in the way that will satisfy consumer wants. If this concept were true, a producer would not be in control of what they produce. This will leave an industry, powerless its decisions of what and how much is to be made. In the middle of the 20th century, this concept of Consumer Sovereignty was criticized by John Kenneth Galbraith in his article ?The Non Sequitor of the Dependable Effect?. The two men had different views of consumer sovereignty.

The article Galbraith wrote deals with the concept of ?The Dependence Effect?. The Dependence Effect is where Galbraith tries to explain that in our affluent society one should not have any needs, expect those that are determined by the individual. He stresses the issue that all your needs are premeditated before birth. Those needs that are not premeditated are an extension of the controls and influences of society, which are not original in the person from the start. These needs should be eliminated from ones desires to focus on more fundamental needs.

In Galbraith?s case one is limited to only what one?s individual world can create. One will be confined to be self-dependable to produce and create pleasure in life. this can stagnate the growth of a civilization. The concentration is on the primary needs such as food, sex, and shelter. This type of world is good as a way of focusing on the essential needs, but there would be slow growth in world advancement.

The Hyek article exposes Galbraith?s rhetoric by dissecting ? The Dependence Effect?. Hayek argues with the statement ? That a great part of the wants which are still unsatisfied in modern society are not wants which would be experience spontaneously by the individual if left to himself, but are wants which are created by the process by which they are satisfied. He continues his argument by separating the basic needs such as food, sex, and shelter is innate wants. Nevertheless, how would a civilization exist without constant improvements? In any society one interacts with one?s surrounding which affect an individual?s choices. Being influenced by your environment is a natural instinct. If these influences create wants and needs that is normal too. From the beginning of time a society grows when the community teaches skills and customs. In Galbraith?s concept of society customs couldn?t exist. What would a parent teach their children if they didn?t know anything but what they originally created? How would customs and traditions be created? These factors are the make-up of the world. Hayek explains with the example of literature that ones thought would be worthless to people if people couldn?t treat it with value. Galbraith?s theory would deprive a soc

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Approximate Word count = 1125
Approximate Pages = 5 (250 words per page double spaced)

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