This is along the lines of Gilles Deleuze's book 'Capitalism and Schizophrenia'. Since capitalism works by 'selling' you things you don't want or need, the only response is a hijacking of a person's desire. Do you truely want something because you want it, or because society taught you to want it? Also, Christopher Lasch's book The Culture of Narcissism. In the end capitalism is training us to be better consumers. It takes being a narcissistic, schizophrenic, sociopath to always want more and more.