Consumer: King or Slave C.C. Parlin boldy states, “the consumer is king.” In other words, the consumer ultimately determines which goods and services are produced or, even more so, which goods and services stay in production. Consumer demand determines supply. This idea of consumer sovereignty has become a dominant theory in our society. We must ask ourselves: are consumers really king when the main beneficiaries of consumerism are the companies that sell goods are services? Pages: 3 Bibliography: 3 source(s) listed Filename: 20240 Consumer Advertising Consumer Sovereignty.doc Price: 26.85