Felicidad y aspiraciones crecientes de consumo en la sociedad postmoderna

Abstract

CONSUMER ASPIRATIONS HAVE INCREASED IN POST-MODERN SOCIETY DUE, AMONG OTHER THINGS, TO THE IDEA THAT THERE A LINK BE TWEEN CONSUMPTION AND HAPPINESS. THIS ARTICLE EXPLORES THE PHILOSOPHY OF ARTHUR SCHOPENHAUER TO SUGGEST A HYPOTHESIS OF THE RELATIONSHIP BETWEEN CONSUMER ASPIRATIONS AND HAPPINESS. A SERIES OF ARGUMENTS AND EMPIRICAL STUDIES ARE PRESENTED TO SHOW THAT THE PARADIGMS OF POST-MODERN CULTURE ENCOURAGE CONSUMER ASPIRATIONS AND HAVE A NEGATIVE EFFECT ON HAPPINESS. FINALLY, THE ARTICLE PRESENTS A SET OF HYPOTHESES FOR A FUTURE RESEARCH AGENDA.