Caracterización de las Prácticas de Consumo en Adultos Jóvenes Universitarios de la Ciudad de Cali - Colombia

Abstract

In postmodernity, the consumption is present in the symbolic construction of identities. It contributes to collective and individual differentiation. Moreover, the globalization of economies and the mass media have great influence on consumption practices and the significance that people attribute to them. The young adults from Cali, like any other consumer postmodern western world, have passed the functional consumer products. They are comfortably installed in postmodernism, focusing on present experience, attached to individualism and consumption practices are heavily dominated by hedonism. This was demonstrated by a mixed research.