Social construction of preferences: Advertising

Jess Benhabib, Alberto Bisin

    Research output: Chapter in Book/Report/Conference proceedingChapter


    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.

    Original languageEnglish (US)
    Title of host publicationHandbook of Social Economics
    PublisherElsevier B.V.
    Number of pages20
    Edition1 B
    StatePublished - Jan 1 2011

    Publication series

    NameHandbook of Social Economics
    Number1 B
    ISSN (Print)1570-6435



    • Advertising
    • Postmodernist critique
    • Social construction of preferences
    • Work and spend cycle

    ASJC Scopus subject areas

    • Sociology and Political Science
    • Economics, Econometrics and Finance(all)

    Cite this

    Benhabib, J., & Bisin, A. (2011). Social construction of preferences: Advertising. In Handbook of Social Economics (1 B ed., pp. 201-220). (Handbook of Social Economics; Vol. 1, No. 1 B). Elsevier B.V..