AEDO, Andrés. The Despotic Comfort of the Consumer: Customer Identity in the Personalized Marketplace. []. , 47, e10411438.   30--2022. ISSN 1657-6357.  https://doi.org/10.25100/sye.v0i47.11438.

Interactions between consumers and suppliers have ceased to be free and voluntary exchanges based on mutual convenience, as despotic and violent practices by customers towards workers have emerged in market transactions. This pathological way of exercising consumption is the result of the conditioning of the new market society marked by the personalization of products and services, making possible the emergence of a new form of consumer identity whose characteristic feature is the comfort of customers. This condition of personalization/comfortability makes it possible to structure a relationship of situational authority between supply and demand and enables despotic dealings when customers' desires are disturbed.

: personalized consumption; economic identities; customer violence.

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