Human Enhancement Technologies For the Übermensch Consumer

Drawing on Nietzsche’s ideas about self-overcoming and Transhumanism literature, we conceptualize Human Enhancement Technologies and the Übermensch consumer as a novel perspective on consumer-technology relationships. Moreover, we offer insights that can help guide judgments on how to tackle ethical dilemmas surrounding what it means to be human/non-human, consumer/consumed, therapy/enhancement.


Vitor M. Lima and Russell Belk (2021) ,"Human Enhancement Technologies For the Übermensch Consumer", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 897-897.


Vitor M. Lima, Audencia business school
Russell Belk, York University


NA - Advances in Consumer Research Volume 49 | 2021

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