Authors : Sónia da Conceição Duarte Giquira; Nuno Goulart Brandão; Neusa da Silva Pereira

Volume/Issue : Volume 11 - 2026, Issue 3 - March

Google Scholar : https://tinyurl.com/4c4rtjf3

Scribd : https://tinyurl.com/5cunjftc

DOI : https://doi.org/10.38124/ijisrt/26mar754

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : This article presents a reflective literature review on contemporary consumer behavior, emphasizing the shift from a consumer society to a hyperconsumption society. The study analyzes cultural, social, psychological, and technological factors that influence purchasing decisions, especially considering the impact of the digital context and new forms of interaction between consumers and brands. The review integrates contributions from classic and contemporary authors, such as Kotler and Keller, Lipovetsky, Schiffman, and Wisenblit, as well as recent research on personalization, digital engagement, and the role of social media. The final reflections systematize that consumption goes beyond the act of buying, incorporating symbolic, emotional, and identity dimensions. The consumer has become a co-author of brands, participating in the construction of meaning through online reviews, sharing experiences, and constant interaction on social networks. Therefore, personalization emerges as a central strategy for loyalty, while the consumer experience gains relevance in generating emotional value and creating lasting relationships. The theoretical reflection also highlights ethical and environmental challenges of the hyper-consumption era, such as planned obsolescence, pressure for status, and the acceleration of purchasing cycles. In conclusion, understanding the current consumer requires integrating psychology, culture, technology, and ethics, allowing for the development of strategies that are both sustainable and focused on the end consumer.

Keywords : Consumer Behavior; Hyperconsumption; Consumer Experience; Digital Marketing; Consumer Psychology.

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