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J. M. Keynes, "The General Theory of Employment," *The Quarterly
Journal of Economics,* February 1937.
"Incomes are created partly by entrepreneurs producing for investment
and partly by their producing for consumption. The amount that is
consumed depends on the amount of income thus made up. Hence the
amount of consumption goods which it will pay entrepreneurs to produce
depends on the amount of investment goods which they are producing.
If, for example, the public are in the habit of spending nine-tenths
of their income on consumption goods, it follows that if entrepreneurs
were to produce consumption goods at a cost more than nine times the
cost of the investment goods they are producing, some part of their
output could not be sold at a price which would cover its cost of
production. For the consumption goods on the market would have cost
more than nine-tenths of the aggregate income of the public and would
therefore be in excess of the demand for consumption goods, which by
hypothesis is only the nine-tenths. Thus entrepreneurs will make a
loss until they contract their output of consumption goods down to an
amount at which it no longer exceeds nine times their current output
of investment goods.
"The formula is not, of course, quite so simple as in this
illustration. The proportion of their incomes which the public will
choose to consume will not be a constant one, and in the most general
case other factors are also relevant. But there is always a formula,
more or less of this kind, relating the output of consumption goods
which it pays to produce to the output of investment goods; and I have
given attention to it in my book under the name of the multiplier..."
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