Hacia una teoría sobre el consumidor del lujo y su importancia socioeconómica en los mercados

Zusammenfassung

Mostly the study of consumer behavior is done from a psychological perspective. However, the present economical climate, located between real deficiencies and the highly trivialized consumption, needs a more holistic approach from a socioeconomic perspective that could also take into account the importance of consumer for changing the ways and to create new lifestyles. To do this, we are going to review the Theory of Luxury and the Theory of strategic discourses in communication, with particular reference to how each type of speech or ways to communicate could influence on consumption. Then, thanks to it, we will try to build the first Theory of Luxury´s Consumer, as the key piece of analysis from which to explain the operation of market and its future.