Rational and Emotional Fools

Анотація

This article analyses the phenomenon of connecting an idea of experience with economy as done within modern marketing theories.This, initially, held a promise of moving past rational choice theory by incorporating experiential aspects of emotionality, thus claiming to be a new and more precise kind of economy with new kinds of production and consumption.One academic example of this experience economy will be analysed from a hermeneutical and analytical philosophical perspective, in order to question whether it presents a viable description of experience, and actually presents a new understanding of economy.The article's conclusion claims that the example fails on both issues, presenting us with resuscitation of classic hedonic utilitarianism, but in the guise of a neurophysiologic explanation of experiential intentionality.

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