With these subjective thoughts collective social relations disappeared and for the study of these behaviors were individual units taking into account that collective actions were characterized in many performances of individual units, collective items are not presented as own behaviors, but it is presented as a simple summation of individual behavior 1. Society is consolidated as a conglomerate of sovereign individuals, individuals that are formed with an own thought in search of decisions that are unique in their being but which in the end will be shared by others. When neoclassical marginalist utilitarianism originated emerges stronger consumption research scheme, it is there where the consumption as methodological individualism that gave step and opening a research structure of the consumer who was with the environment of the economic and social elements, achieving a balance that turned it into a concrete observation point is taken. As the French economists Jacques Attali and Marc Guillaume (1976: 171 et seq.) they pointed out in his day, marginalist analysis of consumption is only carried out after the pricing system, the monetary value says a lot about the individual as a consumer, one who has no money simply cannot buy something that classifies it as a consumer, the need is prior to production, and the production process never determines the sovereign demand at any time. At the end of the 1970s, neo-classical utilitarianism begins to change their concept regarding consumption, with this evolution creates something called the society of mass than it had to give because of the continuous use of elements of technological benefits that were imposing and replacing objects of minor benefits, when this happened was formed a typology that was classified national societies according to their growth process and catalogued them as mass consumption societies. Subsequently to this appreciated a world widespread well-being (measured in the availability of material objects), this leads to the fact that their needs were covered, any citizen can have these benefits without inequality becoming a social canon abundance.