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The Consumer: Hedonist or Artist?
The consumer: Hedonist or artist?

I will offer one thousand golden pieces to any man who can show me a new pleasure.

Xerxes
Core Arguments

Most consumers claim to find pleasure in the goods and services they consume and economists have defended the view that higher living standards represent greater happiness. The pursuit of happiness and pleasure is ensconced in the American Constitution but may require more than just money. Different types of pleasure are identified, including pleasure that results from fulfilment of needs and pleasure that comes with heightened emotional experiences and fantasy. Aesthetic pleasure, deriving from the consumption of stylish, ‘cool’ products often comes at a cost to those who fail to match the pronouncements of style gurus, and ‘tastes’ can become ...

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