Psicologia, marketing e experiência elementar

implicações para o desenvolvimento do conceito de consumidor

Abstract

Among the Contemporary Marketing, the notion of “person” seems to be the tonic for marketing approach of the concept of consumer, attempting to grasp a more human vision of the consume, despite lack any anthropological or philosophical foundation. Therefore, in search of a theorical foundation to these new trends, we have addressed to the “Elementary Experience by Luigi Giussani. So, this research aims to understand the possible relations between Psychology, Marketing and the Elementary Experience concept (Giussani, 2009) in order to develop an integral approach to the consumer seen as a person. It is a theoretical research that lies into the thematic scope between Consumer Psychology and Marketing, relating them in a historical perspective, in the period from the 19th century to the 20th century. The conclusion refers to the idea that the twenty-first century there is a possibility to consider the consumer as “person,” and that the “Elementary Experience’ may be relevant to discuss this approach.