A Hermeneutics of the Consumer


Abstract
The problem of the consumer must be considered both from his perspective, in his primordial quality as buyer, the one receiving the product, as well as from that of the producer, of the maker, of the one sending a commodity into the world. On the one hand, the producer must sell, must enchant and convince of the necessity that there is in the consumer’s world of a particular product, of its great importance and the inescapable need that the potential buyer has for the producer’s very product. On the other hand, the consumer, the buyer, must be persuaded into receiving the commercial good, opened arms, at a cost. Consequently, it is vital to comprehend the relation between the two terms, its dynamics and immediate consequences.
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