Marketing, The Consumer Society And Hedonism

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European Journal of marketing 36,5/6 524

Marketing, the consumer society and hedonism
The Judge Institute of Management Studies, University of Cambridge, Cambridge, UK, and segment of Management, Keele University, Keele, UK
Keywords Marketing, Consumerism, Society, Materiality Abstract Marketing is commonly assumed to be responsible for the consumer society with its hedonistic lifestyle and for undermining other cultures by its materialistic stance. This, for many critics, is the dark side of consumer marketing, undermining its ethical standing. This melodic theme considers the connection between marketing, the consumer society, globalization and the hedonistic lifestyle, and whether marketing is blameable as attentiond. After all, anything that affects the image of marketing as a profession is important, as this influences both recruitment and social acceptance.





can OShaughnessy

Nicholas Jackson OShaughnessy

The charge: a hedonistic society imputable to consumer marketing This paper discusses the claim that todays consumer society is hedonistic, due for the most part to modern day marketing practices. To its critics, the implicit claims made by consumer marketing are that the meaning of life is discovered through and through acquisition; that the hedonistic experience of material accumulation is the aggregate object of existence on earth. As hedonism in this linguistic context is meant to suggest a degenerate influence, it is important to assess whether the charge against marketing is true or the extent to which it is valid. This is the purpose of this paper. Consumer culture, and the political orientation of consumerism, generally write down a bad press today. The humanity visibility of goods is seen as becoming the core of social identity, achieved at the expense of other values such as...If you want to get a full essay, order it on our website: Ordercustompaper.com



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