The Ultimatum of Pleasure: Behavioral Economics and Social Development (Hardback)
  • The Ultimatum of Pleasure: Behavioral Economics and Social Development (Hardback)
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The Ultimatum of Pleasure: Behavioral Economics and Social Development (Hardback)

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£44.95
Hardback 216 Pages / Published: 11/07/2017
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This book is dedicated to the research of the "pleasure phenomenon" as the most important factor in individual and socio-cultural development. In a society of mass consumption, pleasure-having turned into a commodity and a means of manipulation-defines civilizational development. The authors theorize that the pursuit of pleasure can destroy one's self, culture, and environment. The recent rapid technological expansion has turned pleasure into a societal challenge. This study emphasizes the necessity of intrinsic transformation of marketing in the 21st Century which would shift the focus from seeking pleasure to controlling desires in a way that would benefit self, society, and the world.

Publisher: University Press of America
ISBN: 9780761869436
Number of pages: 216
Weight: 522 g
Dimensions: 238 x 158 x 20 mm

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