Search

his paper is a discussion on the emergence of consumer behavior and trends very peculiar concurrently to an accelerated development of information technology and communication. We highlight how the tilt to customize products and services, developed in a time of economic prominence of innovation in production due to the continuous development of technology and microelectronics-based computer that came with the call and informational technology revolution and still is in full progress. We also present the main elements of Lipovetsky about new configurations of current society, their views on the technological progress in setting up this scenario, and as this author points out the reactions and ways of life of individuals, or as he calls it: hiperindivíduos, before the webs of consumption.