An Economic-Philosophical Explanation of the Status of Egoism and Justice-Seeking in Consumer Theory from the Viewpoint of Rawls ̓s Theory of Justice

In this paper an economic-philosophical explanation concerning the status of egoism and justice-seeking is presented in consumer theory, which can be considered formally as an axiomatic theory and in nature as a strong version of rational choice theory. By analyzing the structure of an axiomatic theory in general and consumer theory in particular, and proposing the hypothesis that there exists an egoistic value base in this theory, and in order to confirm this hypothesis, an emphasis is given to the necessity of a theoretical framework for the definition of egoism and justice-seeking terms. The definitions of these two terms are then explained according to Rawlsian theory of justice in order to provide a background for presenting two basic questions as follows: Firstly, should human being as a consumer and more generally as a decision maker select either egoism or justice-seeking? Secondly, if so, how this selection is being made? In answering these questions, it is argued that by applying rational choice theory and Rawlsian theory of justice simultaneously, consumer ̓s preferences are reducible to two basic desires of egoism and justice-seeking. Lastly, it is concluded by comparison between Rawls’ and Hobbes’ views that philosophical anthropology as a fundamental component of this philosophical system is a determinant factor in selecting either egoism or justice-seeking in various areas including in consumer theory