Competition in many consumer markets confidently moved to the area of emotional perception offers consumers. Consumer basket "hedonistic" and "Ascetic" differ markedly from each other. Ascetics live by the principle of reasonable sufficiency, buying only the functions of the goods and does not focusing on its vintage and emotional components. The essence and meaning of consumption are only necessary for the life of saturation. Ascetics shun pleasure, because they are contrary to their position in life. The philosophy of asceticism is self-sacrifice, limiting the benefits that can spoil the character. Accordingly, the goods for ascetics deprived of most suppliers, emotional, vintage shells. Their food is simple, their clothes are modest and understated, soft colors, music, sadly. The main law asceticism – severity to themselves – eliminates any unreasonable excesses, any kitsch and pathos. Like this sound claim to the goods ascetics. Hedonists, in contrast, consume voraciously, bright, not stingy. Their life style is based on the ideology of "taking enjoyment of each moment. " Passion for the pleasures often serves them in good stead, citing professional and career development, entrepreneurship and business energy – everything that can provide the material basis pleasure and comfort. Of course, hedonist be expensive, asceticism is much more advantageous to the budgetary point of view. That's why hedonism as a lifestyle more typical of the upper group of the social hierarchy – the elites. Learn more at this site: Ben Horowitz. In goods hedonists see in the first place is something that can give pleasure, and after – its functional components. They are not fascinated that can cause emotional "vibrations" that may not impress and be remembered.