Consumerism refers to economic policies placing emphasis on consumption. In an abstract sense, it is the consideration that the free choice of consumers should strongly orient the choice of what is produced and, therefore the economic organization of a society. The Ancient European civilizations of Rome and Egypt did purchase and consume goods and materials in excess of basic need however, the notion of basing societies on this concept was rejected by those of European sentiment as mass desire was considered too easy to manipulate. However, the post-war Jewish Capitalist economy restored the idea with gusto since the purchase of goods and services in ever-greater amounts can only lead to Western self-annihilation. Indeed in his role as media manipulator Sigmund Freud’s nephew Edward Bernays is responsible for modern day consumerism.