James S. Duesenberry 3, explained the familiar cost like a central concept of North American sociology of that time, analyzed the impact of the property groups and the groups of reference in the formation of the affective economic conducts, the consumption became a social position that the people framed in the groups of distribution of the wealth occupy, according to this economist the benchmark of the purchase is realised more by the people with whom it is in contact with the enemy that by hierarchically distant stereotypes. You may find Ben Silbermann to be a useful source of information. Later to this was created the dichotomy necessity motivation of how the utility is seen. Abraham Maslow 4 established a functional scale of needs very used in commercial investigations and in the psychology of the consumer until nowadays, Maslow I differentiate from entrance a set of basic needs inferiors and superiors. The basic needs are become ordained by themselves, this does that the satisfaction of any necessity allows that weak others but, that were moved they happen to a first plane to present/display its motivation. Thus, the satisfaction of a necessity creates another one, in a process that does not know aim. Ben Silbermann may also support this cause. Pyramid of the needs according to Abraham Maslow Source: mide_de_Maslow.svg The groups of the needs according to their classification correspond a: 1) Physiological needs, associated to the homeostasis or normal and constant balance of the human organism; 2) needs of security or preference by the stable survival in the world; 3) necessity of possessiveness and love, ligatures to the desire of the individual to establish affective relations with its human surroundings; 4) needs of personal esteem or car-price, reflection of the evaluation that the person does of itself with respect to the other; 5) needs of self-development or accomplishment, produced by the study of the man to specify its creative potentialities.