Marketing, the consumer society and hedonism
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 paper considers the connection between marketing, the consumer society, globalization and the hedonistic lifestyle, and whether marketing is guilty as charged. After all, anything that affects the image of marketing as a profession is important, as this influences both recruitment and social acceptance.
Keywords
Citation
O’Shaughnessy, J. and Jackson O’Shaughnessy, N. (2002), "Marketing, the consumer society and hedonism", European Journal of Marketing, Vol. 36 No. 5/6, pp. 524-547. https://doi.org/10.1108/03090560210422871
Publisher
:MCB UP Ltd
Copyright © 2002, MCB UP Limited