El Fenómeno de Consumo y el Consumo en Marketing
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ene 1, 2004
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Resumen
En este artículo se presentan las principales características que tipifican el
fenómeno de consumo en las sociedades contemporáneas. Para lograrlo, primero se revisan algunas aproximaciones conceptuales del consumo, visto como fenómeno social, asociándolo con el simbolismo de consumo, los rituales, las posesiones y el materialismo como motores propulsores de la concepción y práctica del marketing de hoy.
fenómeno de consumo en las sociedades contemporáneas. Para lograrlo, primero se revisan algunas aproximaciones conceptuales del consumo, visto como fenómeno social, asociándolo con el simbolismo de consumo, los rituales, las posesiones y el materialismo como motores propulsores de la concepción y práctica del marketing de hoy.
Article Details
Como citar
PÁRAMO MORALES, Dagoberto.
El Fenómeno de Consumo y el Consumo en Marketing.
Convergencia Revista de Ciencias Sociales, [S.l.], n. 34, ene. 2004.
ISSN 2448-5799.
Disponible en: <https://convergencia.uaemex.mx/article/view/1573>. Fecha de acceso: 19 ago. 2026
Palabras clave
Fenómeno de consumo; rituales de consumo; simbolismo; posesiones; materialismo; marketing
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Citas
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Baudrillard, Jean (1968), El sistema de los objetos, México: Siglo XXI.
Baudrillard, J. (1998), The Consumer Society: Myths and Structures, London: Sage.
Belk, Russell (1979), Gift giving behavior. Research in Marketing, Ed Jagdish Sheth, Greenwich, CT: JAI Press.
Belk, Russell (1984), “Three scales to measure constructs related to materialism: Reliability, validity and relationships to measures of happiness”, en Advances in Consumer Research, vol. 11.
Belk, Russell y Austin, Mark (1986), Torgan donation willingness as a function of extended self and materialism, Advances in Health Care Research. Proceedings, Toledo: OH. Association for Health Care.
Belk, Russell et al. (1989), “The sacred and the profane in consumer behavior: Theodicy on the Odyssey”, en Journal of Consumer Research, vol. 16, june.
Belk, Russell (1987), Possessions and extended sense of self, Marketing and Semiotics: New Directions in the Study of Signs for Sale, Ed. Jean Umiker-Sebeok. Berlín: Mouton.
Belk, Russell (1988), “Possessions and the extended self”, en Journal of Consumer Research, vol. 15, september.
Borgmann, Albert (2000), “The moral complexion of consumption”, en Journal of Consumer Research, vol. 26, núm. 4, march.
Bourdieu, Peter (1984), Distinction: a social critique of the judgment of taste, London: Routledge.
Clarke, Ian et al. (2000), “Thinking the thoughts they do symbolism and meaning in the consumer experience of the “British pub”, en British Food Journal, vol. 112, núm. 9.
Droge, Cornelia et al. (1993), “The consumption culture and its critiques: A frame work for analysis”, en Journal of Macromarketing, col. 13, núm. 2, Fall.
Ferrarroti, Franco (1979), “The destiny of reason and the paradox of the sacred”, en Social Research, vol. 46, núm. 6.
Fox, Kathryn (1987), “Real punks and pretenders: The social organization of a counter culture”, en Journal of Contemporary Ethnography, vol. 16, october.
Giddens, A. (1991), Modernity and Self Identity, Cambridge: Polity Press.
Harris, Maz (1985), Bikers of a modern-days out law, London: Faber and Faber.
Hirschman, E. (1986), “Humanistic in quiry in marketing research: Philosophy, method, and criteria”, en Journal of Market ing Research, 23, august.
Hirschman, E. y M., Holbrooks (1992), Postmodern consumer research, Sage, Newbury Park, CA.
Holt, Douglas (1997), “Poststructuralist life style analysis: conceptualizing the social patterning of con sumption in postmodernity”, en Journal of Consumer Research, vol. 23, march.
Horowitz, Daniel (1985), The morality of spending: Attitudes to wards the consumer society in America: 1875-1940, Baltimore: The Johns Hopkins University Press.
Klein, Alan (1985), Pumping iron. Transaction; Social Science and Modern Society, vol. 22, september.
Kozinets, Robert (2001), “Utopian en terprise: articulating the meanings of Star Trek’s culture of consumption”, en Journal of Consumer Research, vol. 28, núm. 1, jun.
Leigh, J. H. y Gabel, T. G. (1992), “Symbolic interactionism: its effects on consumer behavior and implications for marketing strategy”, en Journal of Services Marketing, vol. 6, núm. 3, pp. 5-16.
Levy, Sydney (1981), “Interpreting consumer mythology: a structural approach to consumer behavior”, en Journal of Marketing, vol. 45, summer.
Lincoln, T (2001), “Veblen, Bourdieu, and conspicuous consumption”, en Journal of Economic Issues, march.
Mannion, Caolan y Brannick, Teresa (1995), Materialism and its measurement, Dublín: IBAR.
Mauss, Marcel (1925), The gift, London: Cohen $ West.
McCracken (1986), “Culture and consumption: a the oretical account of the structure and movement of the cultural meaning of consumer goods”, en Journal of Consumer Research, vol. 13, june.
Mehta, Raj and Belk, Russell (1991), “Artifacts, identity, and transition: Favorite possessions of Indian immigrants to the United States”, en Journal of consumer Research, vol. 17, march.
Miles, Steven (ed.) (2002), Changing Consumer: Markets and Meanings, Florence, KY, USA: Routledge.
Nicosia, F. and Mayer (1976), “Towards a sociology of consumption”, en Journal of Consumer Research.
Páramo, Dagoberto (2000a), “La etnografía: una aproximación antropológica al estudio del comportamiento del consumidor”, en Revista Colombiana de Marketing, año 1, vol. 1.
Páramo, Dagoberto (2000b), El marketing, una expresión cultural, en Lecturas Escogidas de Mercadeo, Medellín: Asomercadeo.
Páramo, Dagoberto (2004a), Marketing, una mirada a su esencia conceptual, Barranquilla, Colombia: Ediciones Uninorte.
Páramo, Dagoberto (2004b), Etnomarketing, la dimensión cultural del marketing. [En proceso.]
Páramo, Dagoberto y Domingo, Díaz (2004), Cultura de consumo. Caso: Licores en Barranquilla, Ediciones Uninorte (en prensa).
Rassuli, Kathleen and Hollander, Stanley (1986), “Desire… induced, in nate, insatiable?”, en Journal of Macromarketing, núm. 6, Fall.
Richins, Marsha and Dawson, Scott (1992), “A consumer values orientation for materialism and its measurement: Scale development and validation”, en Journal of consumer Research, vol. 19, december.
Rindfleisch, Aric et al. (1997), “Family structure, materialism, and compulsive consumption”, en Journal of con sumer Research, vol. 23, march.
Rook, Denis (1985), “The ritual dimension of consumer behavior”, en Journal of Consumer Research, vol. 12, december.
Schouten, John (1991), “Selves intransition: symbolic consumption in personal rites of passage and identity reconstruc tion”, en Journal of Consumer Research, vol. 17, march.
Schouten, John and Alexander, James H. (1995), “Subcultures of consumption: An ethnography of the new bikers”, en Journal of Consumer Research, vol. 22, june.
Slater, Don (1998), Consumer culture and modernity, Cambridge. UK: Polity.
Solomon, Michael (1983), “The role of products as social stimuli: A symbolic interactionist perspective”, en Journal of Consumer Research, vol. 10, december.
Taschner, Gisela (1997), “Raízes da cultura de consumo”, en Revista USP-Dossië Sociedade de Massa e Identidade, núm. 32.
Thompson, Craig y Haytko, Diana (1997), “Speaking of fashion: consumers’ uses of fashion discourses and the appropriation of counter vailing cultural meanings”, en Journal of Consumer Research, vol. 24, june.
Tolimson, Alan (1990), Consumption, identity and style-marketing, meanings and the packaging of pleasure, London: Routledge.
Warde, Alan (2002), “Setting the scene: changing conceptions of consumption”, en Miles, Steven; Meethan, Kevin; Anderson, Alison (eds.), Changing consumer: markets and meanings, Routledge: New Cork.
Veblen, Thorstein (1899), The theory of the leisure class. In the collected works of Thorstein Veblen, vol. 1, Reprinted. London: Routledge (1994).
Venkatesh, A. (1995), Ethnoconsumerism: A new paradigm to study cultural and cross-cultural consumer behavior, en Marketing in a multicultural world, Janen Arnold Costa and Gary Barnossy (eds.), Sage, Thousand Oaks, CA.
Addis, Michela y Holbrook, Morris (2001), “On the conceptual link between mass customization and experiential consumption: An explosion of subjectivity”, en Journal of Consumer Behavior, vol. 1, núm. 1, june.
Baudrillard, Jean (1968), El sistema de los objetos, México: Siglo XXI.
Baudrillard, J. (1998), The Consumer Society: Myths and Structures, London: Sage.
Belk, Russell (1979), Gift giving behavior. Research in Marketing, Ed Jagdish Sheth, Greenwich, CT: JAI Press.
Belk, Russell (1984), “Three scales to measure constructs related to materialism: Reliability, validity and relationships to measures of happiness”, en Advances in Consumer Research, vol. 11.
Belk, Russell y Austin, Mark (1986), Torgan donation willingness as a function of extended self and materialism, Advances in Health Care Research. Proceedings, Toledo: OH. Association for Health Care.
Belk, Russell et al. (1989), “The sacred and the profane in consumer behavior: Theodicy on the Odyssey”, en Journal of Consumer Research, vol. 16, june.
Belk, Russell (1987), Possessions and extended sense of self, Marketing and Semiotics: New Directions in the Study of Signs for Sale, Ed. Jean Umiker-Sebeok. Berlín: Mouton.
Belk, Russell (1988), “Possessions and the extended self”, en Journal of Consumer Research, vol. 15, september.
Borgmann, Albert (2000), “The moral complexion of consumption”, en Journal of Consumer Research, vol. 26, núm. 4, march.
Bourdieu, Peter (1984), Distinction: a social critique of the judgment of taste, London: Routledge.
Clarke, Ian et al. (2000), “Thinking the thoughts they do symbolism and meaning in the consumer experience of the “British pub”, en British Food Journal, vol. 112, núm. 9.
Droge, Cornelia et al. (1993), “The consumption culture and its critiques: A frame work for analysis”, en Journal of Macromarketing, col. 13, núm. 2, Fall.
Ferrarroti, Franco (1979), “The destiny of reason and the paradox of the sacred”, en Social Research, vol. 46, núm. 6.
Fox, Kathryn (1987), “Real punks and pretenders: The social organization of a counter culture”, en Journal of Contemporary Ethnography, vol. 16, october.
Giddens, A. (1991), Modernity and Self Identity, Cambridge: Polity Press.
Harris, Maz (1985), Bikers of a modern-days out law, London: Faber and Faber.
Hirschman, E. (1986), “Humanistic in quiry in marketing research: Philosophy, method, and criteria”, en Journal of Market ing Research, 23, august.
Hirschman, E. y M., Holbrooks (1992), Postmodern consumer research, Sage, Newbury Park, CA.
Holt, Douglas (1997), “Poststructuralist life style analysis: conceptualizing the social patterning of con sumption in postmodernity”, en Journal of Consumer Research, vol. 23, march.
Horowitz, Daniel (1985), The morality of spending: Attitudes to wards the consumer society in America: 1875-1940, Baltimore: The Johns Hopkins University Press.
Klein, Alan (1985), Pumping iron. Transaction; Social Science and Modern Society, vol. 22, september.
Kozinets, Robert (2001), “Utopian en terprise: articulating the meanings of Star Trek’s culture of consumption”, en Journal of Consumer Research, vol. 28, núm. 1, jun.
Leigh, J. H. y Gabel, T. G. (1992), “Symbolic interactionism: its effects on consumer behavior and implications for marketing strategy”, en Journal of Services Marketing, vol. 6, núm. 3, pp. 5-16.
Levy, Sydney (1981), “Interpreting consumer mythology: a structural approach to consumer behavior”, en Journal of Marketing, vol. 45, summer.
Lincoln, T (2001), “Veblen, Bourdieu, and conspicuous consumption”, en Journal of Economic Issues, march.
Mannion, Caolan y Brannick, Teresa (1995), Materialism and its measurement, Dublín: IBAR.
Mauss, Marcel (1925), The gift, London: Cohen $ West.
McCracken (1986), “Culture and consumption: a the oretical account of the structure and movement of the cultural meaning of consumer goods”, en Journal of Consumer Research, vol. 13, june.
Mehta, Raj and Belk, Russell (1991), “Artifacts, identity, and transition: Favorite possessions of Indian immigrants to the United States”, en Journal of consumer Research, vol. 17, march.
Miles, Steven (ed.) (2002), Changing Consumer: Markets and Meanings, Florence, KY, USA: Routledge.
Nicosia, F. and Mayer (1976), “Towards a sociology of consumption”, en Journal of Consumer Research.
Páramo, Dagoberto (2000a), “La etnografía: una aproximación antropológica al estudio del comportamiento del consumidor”, en Revista Colombiana de Marketing, año 1, vol. 1.
Páramo, Dagoberto (2000b), El marketing, una expresión cultural, en Lecturas Escogidas de Mercadeo, Medellín: Asomercadeo.
Páramo, Dagoberto (2004a), Marketing, una mirada a su esencia conceptual, Barranquilla, Colombia: Ediciones Uninorte.
Páramo, Dagoberto (2004b), Etnomarketing, la dimensión cultural del marketing. [En proceso.]
Páramo, Dagoberto y Domingo, Díaz (2004), Cultura de consumo. Caso: Licores en Barranquilla, Ediciones Uninorte (en prensa).
Rassuli, Kathleen and Hollander, Stanley (1986), “Desire… induced, in nate, insatiable?”, en Journal of Macromarketing, núm. 6, Fall.
Richins, Marsha and Dawson, Scott (1992), “A consumer values orientation for materialism and its measurement: Scale development and validation”, en Journal of consumer Research, vol. 19, december.
Rindfleisch, Aric et al. (1997), “Family structure, materialism, and compulsive consumption”, en Journal of con sumer Research, vol. 23, march.
Rook, Denis (1985), “The ritual dimension of consumer behavior”, en Journal of Consumer Research, vol. 12, december.
Schouten, John (1991), “Selves intransition: symbolic consumption in personal rites of passage and identity reconstruc tion”, en Journal of Consumer Research, vol. 17, march.
Schouten, John and Alexander, James H. (1995), “Subcultures of consumption: An ethnography of the new bikers”, en Journal of Consumer Research, vol. 22, june.
Slater, Don (1998), Consumer culture and modernity, Cambridge. UK: Polity.
Solomon, Michael (1983), “The role of products as social stimuli: A symbolic interactionist perspective”, en Journal of Consumer Research, vol. 10, december.
Taschner, Gisela (1997), “Raízes da cultura de consumo”, en Revista USP-Dossië Sociedade de Massa e Identidade, núm. 32.
Thompson, Craig y Haytko, Diana (1997), “Speaking of fashion: consumers’ uses of fashion discourses and the appropriation of counter vailing cultural meanings”, en Journal of Consumer Research, vol. 24, june.
Tolimson, Alan (1990), Consumption, identity and style-marketing, meanings and the packaging of pleasure, London: Routledge.
Warde, Alan (2002), “Setting the scene: changing conceptions of consumption”, en Miles, Steven; Meethan, Kevin; Anderson, Alison (eds.), Changing consumer: markets and meanings, Routledge: New Cork.
Veblen, Thorstein (1899), The theory of the leisure class. In the collected works of Thorstein Veblen, vol. 1, Reprinted. London: Routledge (1994).
Venkatesh, A. (1995), Ethnoconsumerism: A new paradigm to study cultural and cross-cultural consumer behavior, en Marketing in a multicultural world, Janen Arnold Costa and Gary Barnossy (eds.), Sage, Thousand Oaks, CA.