Między uległością a suwerennością konsumencką – zmiany w relacjach producent−konsument na rynku w XXI wieku
Between yielding and consumer sovereignty – the changes in producer−consumer relations in the 21stcentury

Summary/Abstract: In the paper, an attempt to explain the relations between a producer and a consumer in the market system has been made. The subject for analysis is deemed to be the mechanism of market power in market exchange relations. Attention was drawn to the transformation of market power in producer – consumer relations, leading towards the domination of consumers in contemporary society. Producers are making attempts to minimize consumer power by applying new techniques (advertising, marketing, creating trends etc.), whose task is to order consumer choices along the lines of the specified aims of the producers. Manipulation of consumers takes place with regards to, among other aspects, falsifying market information, creating “artificial” consumer needs etc. A large role in this process is played by the advertising, appearance and form of a product, as well as the conditions of sales. In this paper, the author searches for the answer to the following question: do the modern-day consumers have sovereignty in their decisions on the market, or are they rather yielding and subject to the game rules as established by the producers?

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