We live in the “Sociedad del consumo”, and this is a society where the consumption is the main activity for the social life; People buy products to feel higher, obtain personal happiness and social strata because these products cause happiness, but by the moment.

In the society exist the “Clase ociosa”, and its main points are the emulation (people try to be in a higher position and better than others) and the leisure (A worthy life must be full of free time) The relation between these points are that all the people want to have the things that others have more easily and show to the others that they are better.

Inside of the society there are many groups also called “Grupos de referencia” these groups are like a goal that we have to fulfill or an example to follow so that we can be accepted in the society. Some groups are the rich people, people that have the new things, politicians, our neighbors and our friends.

There are also “Grupos de contrarreferencia”; these are groups that go against of “Grupos de referencia” that search the happiness with the consumption of goods. These groups show to people that they can live without the consumption of many goods.

Some other concepts
Afán de novedad: Is when a new product is introduced in the market and the people feel a wish to get it, because is new.
Capacidad de crear nuevos deseos: when a new product is introduced in the market, we feel a wish to get it, and this wish is create by the people that make and want to sell the product.
Imaginación Básica del consumismo: when a new product is introduced in the market, the media an new media to do that we things, that we satisfy some need with this product.
Motivación Básica del consumismo: is what the media o new media must to generate us, for that us to take the decision to buy a product.

The relation: is that our society is based in the consumerism and all the products that are introduces in the market, are show us to the people, with the end of create in their minds the wish to get it.