Dallan, Arsen; Dallakyan, Karlen Ashotovich

The Pursuit of Pleasure


Overcoming a Civilizational Challenge



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It is a hard psychological fact that the desire for pleasure is the ultimate factor in most of human decision-making. But as dominant as the pleasure principle has been in the cultural development of mankind, its impact has so far never been fully acknowledged. In the hands of a powerful minority that controls global capital flows, pleasure has been turned into the most profitable item for sale, preying on the consumerist desires it helped to create.
Re-evaluating the very notion of 'pleasure' and assessing its often sinister influence on the course of our civilization, The Pursuit of Pleasure unveils how the determinants of human behavior are now in the hands of global marketers whose sole aim is the maximization of profit, not the personal development of their customers. This powerful book shows how the overcoming of the pleasure principle through the management of pleasure can be the foundation of a new humanist culture in which people are conscious and aware of their choices.

202 Seiten, Paperback. 2016
ISBN 978-3-8382-0950-0



Stimmen zum Buch:

“This important and timely book will be priceless in overcoming the human dependence on pleasure and in rethinking the concept of pleasure itself.”
Mikhail Votinov, neurobiologist, RWTH Aachen University

“Dallan and Dallakyan skillfully analyze common life situations using genuinely new knowledge. The most important moments in life can now be viewed and calculated with mathematics formulas that can strongly influence and even change the life of a person.”
Alexis V. Belianin, behavioral economist, PhD University of Manchester

"Is pleasure the 'supreme blessing,' as Epicurus thought? Or is it a dangerous tool used by marketers to attract and control consumers? The Ultimatum of Pleasure is a fascinating and thought provoking look at the concept of pleasure from both a human and business point of view."
Roger Dooley, author of Brainfluence

"The authors explore an often ignored, yet exceedingly important, topic: the human drive to experience pleasure and the consequences of the resulting behaviour. From early warnings by leading philosophers of their day to modern neuroscience insights the authors present evidence showing the prevalence of pleasure seeking and the resulting degradation of the world we live in."
Dr. Peter Steidl, Principal at Neurothinking, author of Neurobranding

"Why marketers should read this book: 80% of all products introduced are withdrawn from the market within two years. Annually, over 60% of all advertising spending in the US alone is wasted money.
Marketers do a bad job? Yes and no. All marketers understand that you need to focus on the reward a product gives, rather than focus on the function of the product. But what they don't know is that it is the pleasure coming from an intrinsic reward that drives our behavior. This book teaches how it works."
Martin de Munnik, Co‐founder at Neurensics, Co‐founder of The Neuromarketing Science & Business Association


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