THE ENVIOUS DESIRE: A PERSPECTIVE OF FENCES AND BRIDGES IN THE ACT OF CONSUMPTION

• DOI: 10.22533/at.ed.2162232207114

• Palavras-chave: desire; envy; assets; consumption; relations; Social.

• Keywords: desire; envy; assets; consumption; relations; Social.

• Abstract:

  This is a bibliographical reflection about the desires that guide the process of buying goods in social life, having as object the feeling of envy. The envious desire has mechanisms to originate, being indication and identification according to Alberoni (1996). These concepts intertwine in social relationships with the media and people in the social circle, generating a chain of consumption from a specific emotion. However, the whole process is individualistic, creating a competitive and creative perspective that leads to finding the bridge to reach the desire, or even a fence in the consumer culture. Thus, this study proposes to understand these connections between phenomena, in order to outline a probability of exploring these elements within consumer behavior and the settings of the envious perspective in the attributions of value of goods in a consumer society.