ECON-2086EL Chapter Notes - Chapter 4: False Advertising, Market Structure, Consumer Sovereignty

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Consumer sovereignty is the idea tat consumers exert ultimate control over the economy. Consumers preferences determine the composition of goods produced in the economy. Consumers are seen as rational and will make decisions that benefit them. By doing so, they determine the amount of goods and services produced and the price. It is assumed that the government should intervene and be the one who determines what amount of goods and services are produced in an economy. By doing so, they create an equation that can be calculated to benefit the masses as a whole. However, this calculation can not be made because the market forms itself and is ever changing. Therefore, a single equation can not be made to determine the composition of the economy. Sometimes the consumers behave irrationally and make decisions that make them worse off (such as smoking). Consumers are ignorant to information and sometimes weigh the costs of obtaining information with the harm of the consumption.

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