Chapter 6 - Social Construction of Preferences: Advertising*

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, firms 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. JEL Codes: B41, P1, J20, M37