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Intro -- CONTENTS -- ACKNOWLEDGMENTS -- INTRODUCTION -- CHAPTER 1. NATURE AND ESSENCE OF THE PLEASURE PHENOMENON -- Epicurean School on Pleasure -- Stoics and Pleasure -- Cynics and Pleasure -- Modern Science on Pleasure -- CHAPTER 2. PLACE AND ROLE OF PLEASURE IN BEHAVIORAL MARKETING -- Decision-Making Process and Role of a Pleasure in It -- Evolution and Socio-Creative Differentiation -- Pleasure Became a Commodity, and Marketing Enslaved People -- The Ultimatum of Pleasure -- Can Humans Resolve The Ultimatum of Pleasure -- What To Expect If We Succeed -- CHAPTER 3. EVOLUTION OF CULTURE AND PLEASURE -- Pleasure of the Dionysian culture -- Pleasure of the Apollonian culture -- Pleasure in the life of a medieval person -- Pleasure in the Renaissance era -- Pleasure of the Faustian culture of Modern Times -- CHAPTER 4. PLEASURE IN THE AGE OF MASS CONSUMPTION -- Boring century? -- A black hole in the internal space -- Boredom for sale -- Oil will end, boredom will not -- Pleasure in communication -- Social networks in the blend pool -- Communication as food -- Loss of pleasure -- To return communication value. To return pleasure -- 10 friends" experiment -- 100 phrases" Game -- Pleasure in the game -- What attracts us so much in games? -- The reason of dependence on gambling. -- A prophylactic role of games -- How not to get into the game dependence -- To use games for benefit -- Pleasure from information, news -- A life in the phone -- The body is melting -- Temptation of information -- Pleasure from news -- Marketing and news -- Stories and storytelling -- Born for gossips -- Information ecology -- Pleasure from conformity, social concordance -- Pleasure from social confirmation -- Non-conformism as a mistake -- Conformism as a way of survival -- Pleasure dualism -- Pleasure from being useful. Help cures -- A desire to help is in our blood.
Deviation towards the norm -- Indulgences: more often, more numerous -- To surpass the pleasure from help -- Dark side of fault -- CHAPTER 5. THE ULTIMATUM OF PLEASURE. CONSUMER CAPITALISM VS HUMANISTIC CULTURE -- Knowledge about humans against humans -- Easy pleasure became a narcotic -- Between pain and pleasure -- The Ultimatum: a man or a consumer -- CHAPTER 6. HOW TO RISE ABOVE PLEASURE -- The sense of pleasure -- The pleasure generates desire and stress -- Dopamine trace -- Exercises from Roberto Assagioli. Desire is at the heart of everything -- How to arouse the desire according to R. Assagioli -- Exercises to develop willpower by R. Assagioli -- Soul gymnastics -- Exercises to train the will in everyday life -- Physical exercises for training the will -- Exercises from Kelly McGonigal -- Breath -- Five-minute ecological charging -- Healthy sleep -- Pause of 10 minutes -- To take away tomorrow -- To draw a future portrait -- Not to block, not to blame -- Progress -- Exercises from Arsen Dallan -- Little no's -- To control the internal monologue -- Me of yesterday"-the chief -- The exact schedule -- Surround yourself with generators of desires -- Other exercises -- Meditation -- Meals -- To tease yourself -- Tension of muscles -- Intermediate terms -- Desire in the service of usefulness -- The scheme of moving towards pleasure -- Habits are a way to learn to derive new pleasure -- How to form habits -- Not to allow to be deprived of deliberate pleasure -- Fear steals pleasure -- Another one's will steals pleasure -- Automatisms steal pleasure -- Another one's violent will -- Absence of sense steals pleasure -- To rethink the system of values -- CHAPTER 7. TRAPS OF PLEASURE -- Where the Unconscious Pleasure Leads to -- Pleasure from Suffering -- Pleasure from Isolation -- Pleasure from Belonging -- Pleasure from Domination and Submission.
Pleasure from Escape -- Pleasure and Guilt -- CHAPTER 8. WHAT WILL HAPPEN WHEN WE RISE ABOVE PLEASURE -- Man-God and God-Man -- The need for the New Humanism -- CONCLUSION.
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The pursuit of pleasure : overcoming a civilizational challenge / / Arsen Dallan and Karlen Dallakyan
