Consumer Consciousness

Abstract

This book aims to introduce a new approach to understanding the consumer—as a conscioumer—by redefining the role of the consumer in today’s experience-driven context. It situates the consumer not simply as a purchaser but as a conscious experiencer whose sensory reality is reshaped by emerging technologies. Focusing on the evolving relationship between sensory perception and consciousness, the work highlights how multisensory experiences and technological integration are transforming consumer awareness into a new form of digital consciousness. By exploring how technologies such as artificial intelligence, augmented reality, and multisensory interfaces alter the sensory input that shapes conscious experience, the book questions the implications of this shift for consumer well-being and broader societal outcomes. It argues that conscious awareness is essential to understanding modern consumption beyond automatic or habitual behaviour, emphasizing the importance of reflective engagement with experience. Ultimately, the book challenges traditional consumer models by proposing that consciousness—shaped by the senses and technology—is central to how consumers make meaning and decisions today. It invites further reflection on the ethical, social, and environmental impacts of this new digital consumer consciousness, advocating for practices that promote well-being and responsibility within the rapidly changing landscape of consumption.