Social construction of preferences: Advertising
نویسندگان
چکیده
We examine, with the tools of economics, a fundamental tenet of some of the most recent theoretical work in sociology, which we refer to as the Postmodernist Critique : preferences are socially constructed, rms exploit their monopoly power through advertising in order to create new (false) needs in consumers, and, as a consequence, consumer spending rises, and so does their supply of labor.
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