Pseudo- individualization is a phenomenon he saw of mass-produced culture to be a danger to the high arts which is more difficult to understand. This false needs in the culture industries was created and satisfied by capitalism. True needs are freedom, creativity or genuine happiness.
Bernard Gendron (1986) asserts that pseudo-individualization is the "indisputable capitalist complement to part-interchangeability". Marketing industry refers this term as "product differentiation".