SOC 120 Lecture Notes - Lecture 2: John Kenneth Galbraith
Document Summary
People deemed physically unattractive by traditional standards often face differential and unequal treatment in situation in which their appearance is unrelated to their qualifications or abilities. (26) People who are obese or very short are also discriminated against on the basis of appearance. The theory of consumer demand is based on two broad propositions: the urgency of wants does not diminish appreciably as more of them are satisfied. When physical needs are satisfied, psychological needs take over: wants originate in the personality of the consumer. Galbraith argues that it seems contrary to common sense to think our needs do not become less urgent when more of them that are satisfied. If the individual"s wants are to be urgent they must be original with him himself. They cannot be urgent if they must be contrived for him. And above all they must not be contrived. By the process by which they are satisfied.
