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Ultimatum of Pleasure

Behavioral Economics and Social Development
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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.
Introduction Chapter 1: Pleasure and the vector of civilizational development Chapter 2: Pleasure as a Catalyst For Development of Society Chapter 3: Civilizational Threats of the Pleasure Paradigm Chapter 4: On The Way to a New Paradigm Conclusion
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