Abstract

FONTENELLE, Isleide Arruda. Psychology and marketing: from partnership toward critic. Arq. bras. psicol. [online]. 2008, vol.60, n.2, pp. 143-157. ISSN 1809-5267.

This study aims at presenting the historical relationship between Psychology and Marketing using two approaches: reclaiming the history of marketing thought and the importance psychological studies has had in its constitution; and weaving the construction of consumer history which engaged both subjects. It must be understood as a political project to the development of a new mentality, when psychology and marketing are actors and products in a new culture development. The focus is the American society, which is paradigmatic in creating a consumption society and also in spreading the bibliography about it. Concluding, we suggest a critical reflection upon the history of this relationship. It is related to a critical Psychology, presents in The Frankfurt School studies, in which marketing is the research object as for to understand a kind of social development and be critical about it.

Keywords : Psychology; Marketing; Culture of consumption; Psychoanalyses; Culture critics.

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