About consumption and consumerism: the consummation of the void

Abstract

The consumer has always been a characteristic of the man, undergone changes over the socio-cultural changes, reflecting the values of society. Marketing accompanies these developments, reviewing marketing strategies, based on the ethos in order to meet the needs of consumers and companies. This work presents the distribution of values for marketing in society and their existential consequences to the man. This is a literature review, based on the concepts of value theorized by Max Scheler; hypermodern society, theorized by Lipovetsky and feelings of emptiness, frustration and development of neuroses in the light of Logotherapy, questioning the placement of marketing in society hypermodern dissatisfaction and existential man in pursuit of pleasure as the goal and principle of his life.