This culture would sees later in the emergence of post-modernity marketing; AT this, Marketing was being watched ace to series of tools that satisfy whims, desires and needs; the last ones plows covered by the macroeconomic phenomena. Actually, to computer technology tools approach communicating processes which plows looked by the organizations in terms of rentability with the benefit of symbolic VALUE that contains each object called product, these technologies plows being to smaller Time by Time, but its specific market which conveys the message is dwells punctual. Check the inbox messages from your cell phone and there you will find the relationship between marketing and new information technologies. Key words: consumption, computer science needs, technologies. Read more here: Douglas Oberhelman. Key words: consumption, necessities, technological informatics. INTRODUCTION The individualistic canon appears with a consideration from the theoretical system that explains the behaviors and the characteristics of the individuals in social surroundings and are noticeable in a clear concept of methodical individualism, this expressed methodical individualism as the individuality of the being at the time of the consumption, we can describe that it occurs clearly in the macroeconomic theories of the demand. In general the economic system by more than fifty years a clear tendency is marked that the rational behavior of the consumer and its sovereignty were a formulation and handling of the macroeconomic theories, this theory arose in the final decades of century XIX, there the substitution of the conception of the work by the one of the utility was assumed and the value began to be the indetermine capacity of a good to satisfy the human necessity. The theory did that the men who had an aptitude of producers, began themselves to analyze with two connotations different being separated in the individuality from the being and the objects finished like satisfactores of needs, are here where sees the process of behavioural study of the consuming man as and that analysis of the man within a space of social consumption.