Sociology 2172A/B Chapter Notes - Chapter 7: Ethical Consumer, William Bernbach, Main Source
31 Jan 2017
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Sociology 2172: constructing the consumer creating consumers. In the early years of modernity, the key economic problem was supply: to provide the basic commodities at a price the masses could afford. Hendry ford knew that if he could produce cheap, reliable cars he could sell them. His lack of concern about the details of consumer demand is illustrated by his legendary quip about the model t: black cars. It was largely because of his insensitivity to such issues that ford lost its preeminence to gm. As wealth increased, the limiting factor became demand and desire. In postmodern societies, maintaining consumer confidence and a steady demand is crucial. The state contributes to this goal through the regulation of taxes. Goods and services become valued as much for the status they bring the owner as for the utilitarian needs they meet. Demand for consumer commodities must be created largely through obsolescence.
