The present article, through the deductive method and through national and
foreign bibliographic research, aims to analyze the phenomenon of existential damage in con sumer relations. In today's society, there is a strong harassment of the Cultural Industry for the
consumer to submit to a consumption pattern aimed at personal self-satisfaction, or even ac ceptance in the social environment. The media's appeal for the acquisition of goods and ser vices overwhelms the psyche of consumers, especially the most vulnerable groups, generating
an artificial freedom of choice and artificial happiness, insofar as their personal dissatisfaction
with life, or even their Emotional and social needs could be appeased by the satisfaction and
pleasure of buying. The research also addresses the novel discussion of consumer behavioral
vulnerability to consumer harassment in the context of hypermodernity.
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