Postmodernism and Consumer Psychology: Transformation or Break?

The research’s aim is to identify the postmodern consumer characteristics. Studied through its main conditions (Hyperreality, Fragmentation, Decentered subject, Reversal of production and consumption and Paradoxical juxtaposition of opposites), postmodernism seems to affect some psychological traits of the consumer (Materialism, social desirability, locus of control and social identity). We tried to generate a number of assumptions. The check of these assumptions could answer us whether these psychological characteristics have been radically influenced by postmodernism and in this case, the consumer would have undergone a break or the effect is partial and it is only a simple transformation within the consumer.