Consumer capitalism refers to the manipulation of consumers to purchase a product based on their desire for it rather than an actual need for the good or service. So, if you need to buy a new designer handbag, you are then compelled to buy another one. It is mass marketing on a large scale. The sellers are the ones that benefit from you buying the goods. Adam Smith would say that a reasonable profit is good for society. But Marx would say no, the workers are getting paid less and less. Either way, the consumer is the one that ends up out of pocket for goods they wouldn't necessarily want.