Abstract

APARICIO CABRERA, Abraham. Happiness and Growing Consumer Aspirations in Post-Modern Society. Rev. Mex. Sociol [online]. 2009, vol.71, n.1, pp.131-157. ISSN 2594-0651.

Consumer aspirations have increased in post-modern society due, among other things, to the idea that there a link between 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.

Keywords : consumer aspirations; happiness; Schopenhauer.