Freedom of choice, at least in brands

In the 1950’s, perhaps the greatest freedom, and the one which Americans likely, at heart, cared the most about was freedom to choose different products or brands. The vote at the supermarket, the vote with your dollar, mattered much more to many people than did that of the ballot box. Although most American if asked which mattered most would choose political choice, just the the sake of not seeming ambivalent to politics and thus unpatriotic. But, just like today, Americans spend thousands of hours a year shopping and deciding which brands to buy than do they seriously think about one candidate over another in general elections and which will bring them maximum satisfaction. The same is true today, in fact, some political scientists and writers have labelled the choice in political elections as one between the democratic brand and the republican brand; this is the only distinction which matters in consumer, post-industrial societies today.

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