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We live in a world where business and the consumer are constantly changing. It is a constant struggle for business to establish a market niche and develop a product, which fits that niche. They must then develop a strategy with the use of technology and advertising to support their product.

The American consumer now bases their purchases more on instant gratification rather than basic needs. As a result, advertising and product promotion have a primary function to increase sales and profits. Products are no longer produced with the interest of society as a whole in mind. The live for today and don’t worry about tomorrow philosophy has created a moral dilemma for the American consumerism and its effects on society.