Abstract:

Although productivity and rationalism are very important, the consumption that has occured as a result of serving the needs is unavoidable. Novadays, consumption is not only for serving the needs, society has become a consumption society.An individual finds pleasure and enjoys by consumption, beyond the product’s functions and benefits; the individual is focused on living its dream and fantasy with the hope of its symbolic meanings, esthetic values, dimention of emotion and pleasure.They do it not only it’s needed but also to have an enjoyment and they believe that the more consumption the more pleasure and happiness and they take part in the culture of consumption which is called hedonic consumption. By being given priority to the pleasure of materials, it creates individuals who follow new, different and fashionable products. The negative effects which reveal the addiction of individual’s consumption, continue the dimension of social and ecological by incresing. As a result of literature search, although the social effects of hedonic consumption is located in some of the books, an article about it hasn’t been found yet. By this paper  which has been prepared to fill the emptiness, we’re going to mention the revealing of the society of consumption which widespreads the hedonic consumption, the features of the culture of this society and hedonic consumption’s social effects after the explaination of social expectation.

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