Born of the recognition of the irrational character of the "buying act", M.R. in its rapid growth raised - and continues to raise - criticisms and sarcasm. At the source of most of these criticisms we find a confusion between M.R. and psychoanalysis (e.g. the paper of R. Guerin on "Vente et Publicite" of June 1957). Our aim is to refute the senselessness of this confusion, while we admit the conceptual and methodological debt of social sciences and of M.R. to psychoanalysis.