Les paradoxes du consommateur postmoderne

This paper takes place within the societal shift from modernism to postmodernism and presents major consumption trends of the last two decennia. Those trends lead to a series of paradoxes that are interpreted in the light of postmodernist theories. The paper shows how consumption phenomena develop around those paradoxes and how marketing and firms benefit from them by offering a broad range of products and activities to contemporary consumers. © De Boeck Université.