[The theory of the firm] is exactly analogous to the analysis of the reactions of a consumer by means of indifferent curves. Indeed, a consumer is me… - Kenneth E. Boulding

One demand for a concept of need arises because the concept of demand itself has serious weaknesses and limitations. It assumes away, for instance, a serious epistemological problem. The very idea of autonomous choice implies first that the chooser knows the real alternatives which are open to him, and second that he makes the choice according to value criteria or a utility function which he will not later regret. Both the image of the field of choice and the utility function have a learning problem which, by and large, economists have neglected. This problem is particularly acute in the case of medical care, where the demander is usually a layman faced with professional suppliers who know very much more than he does. The demand for medical care, indeed, is primarily a demand for knowledge or at least the results of knowledge...

We are now in the middle of a long process of transition in the nature of the image which man has of himself and his environment. Primitive men, and to a large extent also men of the early civilizations, imagined themselves to be living on a virtually illimitable plane. There was almost always somewhere beyond the known limits of human habitation, and over a very large part of the time that man has been on earth, there has been something like a frontier...
Gradually, however, man has been accustoming himself to the notion of the spherical earth and a closed sphere of human activity. A few unusual spirits among the ancient Greeks perceived that the earth was a sphere. It was only with the circumnavigations and the geographical explorations of the fifteenth and sixteenth centuries, however, that the fact that the earth was a sphere became at all widely known and accepted. Even in the thirteenth century, the commonest map was Mercator's projection, which visualizes the earth as an illimitable cylinder, essentially a plane wrapped around the globe, and it was not until the Second World War and the development of the air age that the global nature of tile planet really entered the popular imagination. Even now we are very far from having made the moral, political, and psychological adjustments which are implied in this transition from the illimitable plane to the closed sphere.

There are, of course, a number of epistemological questions, some of which lie more in the province of the philosopher than they do the economist or the social scientist. The one with which I am particularly concerned here is that of the role of knowledge in social systems, both as a product of the past and as a determinant of the future.