The need for security of «the person consuming»: the ways to satisfy

Abstract

In these latter days there is a transformation of needs into the different types and forms of security, primarily through the act of buying. One of the goals of this article is to find answers to the question: how and why does the process of purchase of products and services related to the solution of the problems of personal security, transform into the plan of actions, which is the most authorized and approved by the society.Keywords: need for security, «the person consuming» values of the consumer society, the cultivation of fear, the normative richness of the culture, manipulation technology.