Table of Contents

Acknowledgments Introduction 1. Nature and Essence of the Pleasure Phenomenon 2. Place and Role of Pleasure in Behavioral Marketing 3. Evolution of Culture and Pleasure 4. Pleasure in the Age of Mass Consumption 5. The Ultimatum of Pleasure. Consumer Capitalism vs Humanistic Culture 6. How to Rise Above Pleasure 7. Traps of Pleasure 8. What will happen when we rise above Pleasure Conclusion

About the Author

Arsen Dallan is an expert in behavioral marketing and former vice-president of the MSK insurance group. He is the author of several books, with articles published in leading business magazines, and a frequent guest on television programs. Dallan graduated from Russian State Oil University in 2006, majored in oil sector construction economics, and earned his Ph.D in 2009. Karlen Dallakyan is the head of the department of philosophy at the State University of Law in Ufa.

Reviews

This important and timely book will be priceless in overcoming the human dependence on pleasure and in rethinking the concept of pleasure itself. -- Mikhail Votinov, RWTH Aachen University Is pleasure the 'supreme blessing,' as Epicurus thought? Or is it a dangerous tool used by marketers to attract and control consumers? The Pursuit of Pleasure is a fascinating and thought-provoking look at the concept of pleasure from both a human and business point of view. -- Roger Dooley, author of Brainfluence The authors explore an often ignored, yet exceedingly important, topic: the human drive to experience pleasure and the consequences of the resulting behavior. From early warnings by leading philosophers of their day to modern neuroscience insights the authors present evidence showing the prevalence of pleasure seeking and the resulting degradation of the world we live in. -- Peter Steidl, Principal at Neurothinking, author of Neurobranding Why marketers should read this book: 80% of all products introduced are withdrawn from the market within two years. Annually, over 60% of all advertising spending in the US alone is wasted money. Marketers do a bad job? Yes and no. All marketers understand that you need to focus on the reward a product gives, rather than focus on the function of the product. But what they don't know is that it is the pleasure coming from an intrinsic reward that drives our behavior. This book teaches how it works. -- Martin de Munnik, co-founder of Neurensics, co-founder of the Neuromarketing Science & Business Association