North American

At the end of the Seventies, the neoclassic utilitarismo begins to change its concept to near the consumption, with this evolution something called the consumer society of masses is created that tapeworm that to occur due to the continuous use of elements of technological benefits that were prevailed and replacing to objects of smaller benefits, when this happened was formed a typology that it classified to the national societies according to his process of growth it catalogued and them as consumer societies in mass. Later to this a world generalized by well-being was appraised (measured in the availability of material objects), this leads to the fact that their needs were covered, any citizen can have these benefits without inequality turning the abundance into a social canon. The opportunity that has the satisfaction society to own goods the sample like a stuffed being Prospero and entails that it to put its eyes in other objects and activities more excelsas than the materialist high consumption of masses. In the evolution of the society of the consumption extracted concepts of North American social psychology are analyzed, the belief that the fundamental base of the development of the consumption has been the increase of the familiar entrance. Also, also it is indeed desire and the anxiety to improve the life standard which constitutes the solid foundation of 2 the American prosperity. This way, the consumption of masses would be only maintained stimulating in this way the growth of the economy, Katona tried to demonstrate as the consumption went intimately bound to population factors like the education and the customs that formed in the individual like new attitudes and aspirations, as this happened became other psychological factors remarkable but, behavioural and motivational, for Katona the consumption clearly this determining by the forces of the market (income, prices, salaries), also were sent psychological factors (previous reasons and attitudes, experiences, projects), that jointly these tend to conform the conduct of the consumption.

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