Abstract
This is a critical and reviewer study, under an interdisciplinary approach (between Liberal Arts and Social Sciences), which warns to move on a global mass consumer society and its dangers, by the accentuated lost of humanity and sociality, because the priority of the having-issue than the been-issue (the preference of welfare than happiness, the business than the recreation, the company than the profession, the desire than the experience, etc.). The structure of the paper goes from general view (removing the confusion veils that make impossible the recognition of the post-globalized World and its study), to particular view (focusing on the complex economic and business rules in the new millennium), and the risk evaluation of the non-authenticity of the current consumer.
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