Abstract This essay criticizes the romantic ethic of consumption (Campbell, 1987) from the tragic perspective (Nietzsche, 2006). By tragic, we refer to the constant tension between Apollo and Dionysius (Nietzsche, 2006, p. 47). It is suggested that the romantic ethic of consumption, which orders our existence, is associated with Apollonian ideals, thus, creating a protective and individuating illusion against the chaotic, the amorphous, and the contradictory—characteristics associated with the Dionysian. What has been considered as the romantic-Apollonian ethic of consumption promises to satiate our desires (Campbell, 2006), even though this is not possible since incompleteness is inherent to the individual (Freud, 1996, 1997). This ethic may prove frustrating for some consumers since the satiation of wills has a transient effect and the individual therefore remains in a state of desire. In cases like these, an alternative to the romantic meaning would be the adoption of a tragic conception of consumption, a conception consubstantiated in the knowledge of its uselessness as a strategy to recover a lost completeness. Thus, this article describes the figure of the tragic consumer, the one who knows the chaotic side of the act of consuming, but who reaffirms his or her will, either consuming—since he perceives that there is no escape from the logic imposed by consumption—or by choosing to abandon specific categories of goods that do not respond to the reiteration of his will. As a practical instance for the development of this critique, we have reflected on the phenomenon of category abandonment (Suarez & Chauvel, 2012).

中文翻译：

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悲剧性的消费者：尼采对不可思议的消费的解读

摘要本文从悲剧的角度（Nietzsche，2006）批评了消费的浪漫伦理（Campbell，1987）。通过悲剧，我们指的是阿波罗和狄奥尼修斯之间的持续紧张（Nietzsche，2006年，第47页）。有人提出，使我们生存的秩序的浪漫消费伦理与阿波罗主义的理想有关，因此，创造了一种保护性的，幻想性的幻觉，以抵制与酒神主义有关的混乱，无定形和矛盾的特征。被认为是浪漫的阿波罗式的消费伦理有望满足我们的欲望（Campbell，2006），尽管由于个人不完整是固有的，这是不可能的（Freud，1996，1997）。这种道德观念可能会使某些消费者感到沮丧，因为遗嘱的满足会产生短暂的影响，因此个人仍处于欲望状态。在这种情况下，浪漫意义的替代方法是采用悲剧性的消费观念，这种观念在其无用的知识中得到了证实，作为恢复失去的完整性的策略。因此，本文描述了悲剧性的消费者的形象，他知道消费行为的混乱方面，但是重申了他或她无论消费的意愿，因为他认为无法逃避消费所施加的逻辑-或选择放弃对他的意愿重申无效的特定商品类别。作为发展这种批评的实际例子，