ガルブレイス現代経済論における消費誘因分析の意義(アメリカ資本主義と制度主義,総合研究)
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概要
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John K. Galbraith notes consumers' behavior in the contemporary economy which has realized the affluent society. The planning system is dominated by the technostructure, which in turn controls the consumers' demand to realize steady corporate growth. Television advertising is one of its important tools. Galbraith argues that the control of consumers' demand by producers is a major issue of the affluent society. Consumers' demand is dependent upon producers, which Galbraith refers to as the "dependence effect". He questioned the traditional assumption of economics that consumers' desires stemmed from their own needs. It was Thorstein Veblen and James Duesenberry who, like Galbraith, noted incentives to the consumers' behavior. Veblen took up conspicuous consumption incited by pecuniary vanity, while Duesenberry was concerned with the impulse to seek better goods out of self respect. Veblen and Duesenberry also pointed out that such behavior by consumers presupposed a certain level of affluence. Veblen also attaches importance to the effect of advertisement as a means to manipulate consumers' demand. This point is also noted by Wesley C. Mitchell. Since the theoretical basis of Galbraith is institutional economics, the commonness is reconfirmed among Galbraith, Veblen and Mitchell. Galbraith's viewpoint of the "dependence effect" is also shared by Joseph Schumpeter. John M. Keynes, as is well known, classified desires into these categories. On the basis of these observations, I review the meaning of Galbraith's analyesis of consumption incentives. First, Galbraith was able to question the quality of desires because he was skeptical of the presumption of the consumers' sovereignty. Second, he rejected the presumption of the consumers' sovereignty, and pointed out that consumers' desires were created on producers' side. This also denied the validity of mainstream economics, which had presupposed the consumers' sovereignty. Finally, it is meaningful in itself that Galbraith can discuss the analysis of consumption incentives, because the concept of consumption incentives, previously treated as an underlying assumption, could not be the object of discussion.
- 日本大学の論文
- 1992-03-20
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