Their desire for money is strictly secondary. While the foregoing view may be partially correct, it is equally correct that given the current status of human nature we also need monetary incentives. We need high wages and salaries to foster personal pride and dignity. We need high profits to encourage saving and risk taking. And we need tax rates that let us keep a senior partner's share of whatever rewards our efforts generate.
Consumers are kings.
Many social critics find this notion terribly quaint. Consumers are enslaved by the hard sell and the soft sell, say the critics, by planned obsolescence and a compelling impetus to waste. Let advertising croon its seductive tune, and consumers will tumble all over one another in a psychedelic scramble to buy any shabby contrivance sung about. The truth is that no amount of advertising can sell consumers what they don't actually want at least not for long. The American economy abounds with examples of massive marketing and advertising campaigns that failed.