The project is to identify whether there is a fetishist relationship between the technological product, specifically smartphones, and its users; that is, a relationship in which aspects such as brand, price, and consumer identification with advertising are privileged over the essential characteristics for effective communication of other cell phones. The intention is to test this hypothesis by the quantitative method through the survey as a tool for data collection. The investigation of the characteristics chosen by the surveyed users can verify to what extent this phenomenon works with the consumer culture and promotes the alienation of the contemporary individual.Resumen El proyecto consiste en identificar si existe una relación fetichista entre el producto tecnológico, específicamente teléfonos inteligentes, y sus usuarios; es decir, una relación donde se privilegia aspectos como la marca, el precio y la identificación del consumidor con la publicidad, por sobre las características esenciales para la comunicación efectiva de otros celulares. Se pretende comprobar esta hipótesis por medio del método cuantitativo a través de la encuesta como instrumento para la recolección de datos. La investigación de las particularidades escogidas por los usuarios encuestados permite verificar en qué medida este fenómeno colabora con la cultura de consumo y promueve la alienación del sujeto contemporáneo. Abstract The project is to identify whether there is a fetishist relationship between the technological product, specifically smartphones, and its users; that is, a relationship in which aspects such as brand, price, and consumer identification with advertising are privileged over the essential characteristics for effective communication of other cell phones. The intention is to test this hypothesis by the quantitative method through the survey as a tool for data collection. The investigation of the characteristics chosen by the surveyed users can verify to what extent this phenomenon works with the consumer culture and promotes the alienation of the contemporary individual.