The commodification of personality: human enhancement and market society

Resumen:
In a future highly technological society it will be possible to modify the personality using different kinds of technological tools. Consequently, we could become buyers and consumers of personality. As such, personality, which is a core aspect of the self, could turn into a commodity. This article intends to address the following questions: 1) How can new technologies modify personality? 2) Why might personality become a commodity? 3) What is wrong with turning personality into commodity?