Abstract

This response raises two critical questions about Nico Stehr's article 'Knowledge, Markets and Biotechnology.' First, it examines his claim that in a 'knowledge society' consumers now base their decisions about purchases on more intangible criteria than a product's utility. We demonstrate that this is not unique to a 'knowledge society.' For more than a century Western consumers have been enmeshed in markets where advertisers aim to fashion consumer desires for products by employing strategies that appeal to anything but a product's 'use value.' Second, we address Stehr's claim that in a market undergoing a process of 'moralization,' decisions about consumption occur in a context of epistemological uncertainty caused by proliferating and contradictory information. We propose that such a situation of radical uncertainty in decision-making is not unique to the marketplace, but reflects how most individuals must now relate to almost all scientific claims. The propagation of contested knowledges about any number of scientific truths - which are themselves largely unverifiable by laypeople - means that most individuals must rely on assorted social and cultural considerations when aligning themselves with any scientific knowledge.