Philosophy of futility
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Philosophy of futility is a phrase coined by Columbia University marketing professor Paul Nystrom to describe the disposition caused by the monotony of the new industrial age. Nystrom observed the natural effect of this malaise was seeking gratification found in frivolous things, such as fashionable apparel and goods. Nystrom (1938) theorized that this human proclivity in the modern world could be manipulated to induce a vicious circle of dissatisfaction and the desire for new consumer goods, thereby leading to the increased sales of fashionable goods and services.
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