In this respect, Wittgenstein plainly links illusions, conscious or perhaps not, to satisfaction, if not to pleasure that is culturalPfaller, 2014).

In this respect, Wittgenstein plainly links illusions, conscious or perhaps not, to satisfaction, if not to pleasure that is culturalPfaller, 2014).

The consumer as an unenlightened shopaholic (equally in need of rescue) if there ever has been a misrepresentation in respect to what has been labeled as fetishism, it has been that an “illusion without owners” has been mistaken by somebody else as someone’s own illusion (Pfaller, 2014) – a temptation that is recurrent, to which the logic of the consumer activists testifies: much like the civilized used to cast the other as primitive, those who perceive themselves as morally enlightened cast today. More