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Consumer power and market control: Exploring consumer behaviour in affluent contexts (1946-1980)

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  • José M. Edwards

Abstract

The aim of this essay is to present and explain the emergence and decay of two unorthodox views of consumer behaviour that developed from the mid-1940s to the mid-1970s: the view of the powerful consumer and the view of market control by producers. It begins by presenting their common origins in empirical studies that opposed the Keynesian-type analysis of consumption. While the first developed into the program of behavioural economics defended by George Katona of the Michigan Survey Research Center, the second nourished the contributions of authors like Galbraith (1958, 1967, 1977), Scitovsky (1954, 1962, 1976) and Mishan (1960, 1967).

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  • José M. Edwards, 2014. "Consumer power and market control: Exploring consumer behaviour in affluent contexts (1946-1980)," The European Journal of the History of Economic Thought, Taylor & Francis Journals, vol. 21(4), pages 699-723, August.
    • Handle: RePEc:taf:eujhet:v:21:y:2014:i:4:p:699-723
    DOI: 10.1080/09672567.2012.708767
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    1. Vasilev, Aleksandar & Maksumov, Rashid, 2010. "Critical analysis of Chapter 23 of Keynes’s Notes on Mercantilism in The General Theory of Employment, Interest and Money (1936)," EconStor Research Reports 155318, ZBW - Leibniz Information Centre for Economics.
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    Cited by:

    1. Michal Carrington & Andreas Chatzidakis & Helen Goworek & Deirdre Shaw, 2021. "Consumption Ethics: A Review and Analysis of Future Directions for Interdisciplinary Research," Journal of Business Ethics, Springer, vol. 168(2), pages 215-238, January.
    2. Edwards, José, 2017. "Journal of the History of Economic Thought preprints - Harry Helson’s Adaptation-Level Theory, Happiness Treadmills, and Behavioral Economics," SocArXiv 6cvbh, Center for Open Science.
    3. Alexandre Chirat, 2022. "Consumer sovereignty in the digital society," EconomiX Working Papers 2022-25, University of Paris Nanterre, EconomiX.
    4. Claudio Cantaro, 2022. "L'approccio classico-keynesiano e la teoria del ruolo sociale del consumo (The classical-Keynesian approach and the Theory of the Social Role of Consumption)," Moneta e Credito, Economia civile, vol. 75(299), pages 285-306.

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