Consumption went through several changes over the years, following closely the economic models and state politics in the societies. Currently, acquired a different character associated mainly to the sensations, to the body and entertainment, increasingly ephemeral and always remains parallel and directly bonded to identity and social status. Within the neoliberal capitalist system, is really significant in relation to men and their work, their experiences and even with the sense of being almost inseparable from the "take". This article concerns about contemporary society of consumption through readings in psychoanalysis and sociology texts; examines thereby the practice with the current consumer market surrounded by objects of fantasy, their relationship with the person waiting, passively, what all that purchase and the illusory ideal of happiness that surrounds the activities of the market, confusing desires, needs, and promising the eternal satisfaction to consumers. The text was composed from a bibliographical study, theoretical and speculative, in addition to understanding and reflection of the authors on the subject.