Dick Netzer remarks on ReReading Galbraith

Originally published September 5, 1983

Dear Editor


The Great Communicator had the right words for George P. Brockway’s Rereading Galbraith” (NL, June 13): “There you go again.” Yes, “much of what passes for economics” is a waste of time; the timewasting proportion of the total may be exceeded only in magazine nonfiction. What’s wrong with economics, however, is not what Brockway in this column (or in any other) says is the problem. Brockway claims that, “If there is no way of judging relative wants,” there is no way of making things either better or worse. Not so: We don’t have to weigh individuals’ preferences to assert that, if more of some wants can be satisfied without reducing the resources devoted to other wants, things are better. A good many of us economists (usually microeconornists) devote ourselves to just this kind of positive-sum game, the quest for policies and institutional changes that involve few and inconsequential losers and losses and substantial gains to the rest of us. We don’t have to sneer about advertising-induced tastes (like packaged holiday tours that may crowd Gstaad) to do something worthwhile.

The Affluent Society is an important book, one that changed our way of looking at things, as Brockway maintains. Yet Galbraith, like Brockway, can be wrong on critical points. There is no evidence whatever that advertising increases aggregate consumer spending (except for the trivial increases represented by the consumer spending of those employed in advertising). What advertising does is to increase spending for particular products or brands, at the expense of other products or brands. From this it follows, as Brockway would put it, that the existence of advertising does not tell us that American consumers as a whole spend too much, nor that their choices lack legitimacy. But rather conventional economics tells us that we can’t leave all choices to consumers because the economy left to its own devices will undersupply public goods. It may make unexciting copy; still, the fact is that the mainstream of the dismal science is not hostile to government per se.

New York City

                                                                       DICK NETZER
Urban Research Center
New York University

Editor’s Note:  Dick Netzer’s first letter re: The Dismal Science can be found here:  http://wp.me/s2r2YP-291

1 comment
  1. I find Netzer’s claim that there is no evidence that advertising increases demand for a product, but only redistributes demand for a product, to be fantastically un-convincing. The cigarette industry spent billions to increase gross sales across ALL brands, and competed against each other. The very fact that soda companies advertise increases soda sales, not just the share of Coke, Pepsi and Dr. Pepper.

    Perhaps Netzer and like-minded folk use the same conclusive logic to claim that Comparative Advantage is real (even though there is no study that shows it is): http://wp.me/p2r2YP-1x.

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