The way to the healthy and effective consumption at the foundation of functional equivalence theory

Abstract

To consume it is to fulfill the needs arisen. It is supposed that every need is development of an imbalance caused by an overflow of informational, physical, and chemical factors that emerges over the course of life and cannot be eliminated by the organism independently without the risk of structure disturbance. Satisfaction of each need is a search for ''channels'' of equivalence establishment including consumption, in other words, increased or decreased number of informational, physical, and chemicals stimulus for elimination of this overflow. Elimination of each imbalance is limited by individual potential. Modern society interested in creation of a ''qualified consumer'' forms additional imbalances that are often unnecessary, within a person via means of mass media. At the same tame, advertisement offers ''channels'' of eliminating these artificially- created imbalances through purchase of goods and services. If needs are not fulfilled, a stress appears accompanied by negative emotions. Prolonged lack of possibility to eliminate imbalances in case a person is out of individual potential, leads to such consequences as neurosis, psychosomatic diseases, and finally, lifespan shortening. As a result, development of economy through growth in sales volume can lead to degradation in population health and cause considerable economical loses. That is why a healthy and efficient consumption suggests mutual responsibility of seller and customer, and means not only sales promotion but also health promotion to provide adequate conditions to satisfy needs in future. It is proved that with the help of psychotherapy the ways of consumption could be made healthier.