To put it at its simplest, hedonism—and thus, the related issues of hedonistic thought and hedonist behavior—concerns the constant pursuit of pleasure and happiness, which are taken to be the only worthwhile outcomes of any process of thinking or any bout of action. Hedonism is thus a philosophy and a way of being in the world that adheres firmly to the belief that pleasure and happiness are the ultimate and most important pursuits of any individual and indeed of humanity itself. This has significant implications, therefore, for the pleasure- and happiness-seeking pursuits of individuals within the context of global consumer cultures, specifically as it is the very promise of the arrival of these properties that is often seen to motivate consumer behavior. Before reflecting more ...

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