Siusel Y. Consumer behavior as communicative action: philosophical-anthropological analysis

This research is dedicated to the transformation of a man's consumer behavior in its communicative display - communicative action that realizes sign-symbolic diversity of ways of the world exploration in the process of human self-realization. The research is based on the methodology of meta-anthropology, which allowed to reveal worldview grounds and basics of human consumer outlook. Heuristic results were received. They lie in apprehension of the essence of consumer behavior as a communicative action, which gains specific features in ordinary, ultimate and transcendental dimensions of human existence and depends on the type of man's worldview - everyday, personal or philosophical. It was proved that a man going above ordinary being and ordinary worldview is saved from the harmful influence of consumer society and his life is filled with creativity and freedom. The peculiarity of transcendental dimension of human existence is the fact that consumption loses the ability to communicate.