Abstract
Psychoanalysis experienced a remarkable boom in 1960s Italy. One of the areas where psychoanalytic theory disseminated was the world of marketing and the sociology of consumption. Based on the case of the sociologist Francesco Alberoni, we can examine the impact of the theories of Melanie Klein for understanding the behavior of consumers. Similarly, Alberoni's work shows the concerns and uncertainties on the social modernization of Italy, and also raises questions on the specificities of the growing importance of psychoanalysis in Italy in the 1960s.
Keywords:
history of psychoanalysis; Francesco Alberoni (1929-); history of consumption; consumption and society