The Model of a Hedonistic Human Being Versus the Social Responsibility of Consumers

Publisher Marketing: Homo economicus has long ceased to be the model of a human being that is in line with actual human behavior. This fact has been confirmed by studies that were carried out by Nobel Prize winners at the beginning of this century; J. Stiglitz, D. Kahneman, M. Spence, G. Akerlof, and V. Smith proved that people are neither rational nor objective and that their decisions are often guided by emotions and subjectivity. In order to fill in the existing gap in the research, the author introduces a new model of a human being. The author uses seven axioms to define the concept of a hedonistic human being (Homo hedonismus) which, in the author's opinion, correctly reflects people's consumer behavior. This model is verified by checking how it pertains to the basic economic laws of consumer behavior and to the most important psychological conceptions of humankind. Furthermore, the influences of religion and culture on human behavior are presented. The second part of this book deals with the social responsibility of consumers from the perspective of the proposed model of a human being. The book then defines factors determining the emergence and growth of consumers' social responsibility and presents its development prospects on a global scale. Contributor Bio:  Hoppe, Grzegorz Grzegorz Hoppe is a Doctor of Economics in the field of management sciences. He cooperates with the Faculty of Management of the University of Technology and Life Sciences in Bydgoszcz; however, his expertise knowledge of economics is primarily put into practice in his having managed, for over a decade, a company that has been operating in the environmental protection sector. Such a combination of science and practice makes it possible for him to take a different and often innovative look at various issues related to economics and management. Grzegorz Hoppe is the author of numerous publications and several books; he has also supervised and reviewed many research theses. His research areas of interest include CSR, the social responsibility of consumers, sustainable development, and strategic management. His research studies are focused on the behavioral approach to management sciences and economics. Grzegorz Hoppe jest doktorem ekonomii w zakresie nauk o zarzadzaniu. W obszarze nauki jest zwiazany z Wydzia em Zarzadzania Uniwersytetu Technologiczno - Przyrodniczego w Bydgoszczy. Jest jednak przede wszystkim praktykiem gospodarczym i od kilkunastu lat zarzadza przedsiebiorstwem z branzy ochrony srodowiska. Takie polaczenie nauki i praktyki pozwala na nieco inne, czesto nowe spojrzenie na wiele zagadnien ekonomii i zarzadzania. Jest autorem kilkudziesieciu publikacji, kilku ksiazek oraz promotorem i recenzentem wielu prac dyplomowych. Jego obszary badawcze to przede wszystkim CSR, spoleczna odpowiedzialnosc konsumentow, zrownowazony rozwoj oraz zarzadzanie strategiczne. Prowadzone badania wpisuja sie w nurt behawioralny nauk o zarzadzaniu i ekonomii.