Becoming hedonist ? Today, the american consumer has new wants and desires. The american household income has risen over the past 30 years .Even with the downturn , the purchasing power is still raising. The society has changed and people are willing to trade up for products that give them emotional and social benefits. The society seems to become hedonistic , people work a lot and they consider they deserve the best when not working. Part of the change , people are seeking high end benefits.