Individuality, materialism, and limited government are deeply-rooted values in contemporary Western culture reinforced of late by the collapse of the collectivist regimes of Eastern and Central Europe and the Soviet Union. The conventional wisdom asserts that communism is dead, the cold war is a thing of the past, and all human beings are more secure. Homo economicus has engaged homo sovieticus and emerged victorious.
KeywordsHuman Nature Consumer Behavior Distributive Justice Invisible Hand Typical Firm
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