Marketing Happiness

​We spend precious money trying to satisfy artificial wants, believing a product will satisfy lack. We spend to satisfy a lack that was artificially implanted through intelligent marketing campaign. We become slaves to things that create their own sense of lack. These things never satisfy feelings of incompleteness. We chase the illusion of fulfillment constantly stimulated to pursue something shinier with the next commercial, the hunt never ends, and fulfillment always eludes.

Jack Kornfield, cofounder of the Insight Meditation Society, wrote:

“The impoverished myths and songs of our culture are sold everywhere: the myth of materialism and possessiveness that says worldly goods lead to happiness” (Kornfield, 1993, p. 323). 

A popular luxury car commercial pans through a year of family outings, marking the memorable events of family togetherness, and then not so subtly suggests that the warmth of these tender family moments begins with “a December to remember.” The underlying message of the commercial is that an expensive car is the foundation of a memorable togetherness. While a car may be present during family outings, it certainly isn’t responsible for the success (as long as it doesn’t distract). Those that want us to buy subtly (or not so subtly) suggest happiness is intricately connected to materialism. It is not.

A False Sense of Lack

​Gregg Easterbrook, senior editor of the New Republic, wrote:

“As ever more material things become available and fail to make us happy, material abundance may even have the perverse effect of instilling unhappiness—because it will never be possible to have everything that economics can create. Each year the world offers more alluring items to buy and acquire, yet many find being deprived of material items more cruel than possessing them was sweet, and people were unhappy to lose them without being happy to possess them” (Easterbrook, 2004).

Basically, we don’t naturally experience a sense of lack until we see the commercial suggesting that we must have some new material possession. Or, perhaps, we see our neighbors down the street have purchased a new Tesla, and all of a sudden we feel deprived. People experience disadvantage “comparatively, not objectively.” If it leads to anger and hopelessness, “relative deprivation damages community and well-being” (​Smith & Huo, 2014).

Relative deprivation is stimulated by the environment. It is not a biological need bubbling up from inside, motivating action for survival. The nasty part of relative desperation is that it continually changes. As soon as we acquire one item to relieve the sense of being deprived another item rises to the lists of things we must have.

See Relative Deprivation for more on this topic

Incompleteness

We are bombarded by these messages of lack; but it isn’t real lack—it’s marketed lack. Basically, we can’t be happy when we feel deprived of fundamental needs, even if those fundamental needs are only symbols of success forced upon us but lack real substance.

We don’t solve feelings incompleteness by acquiring things—the more we accumulate the more we want. We already possess enough for survival. Without food, shelter and security, we would suffer. Some possessions add security, others comfort; and some simply add contribute to stress and aggravations—a weighty and growing debt. However, materialism and happiness are not connected.

Thomas Merton warns we can’t allow “the murderous din of our materialism…to silence the independent voices” (Merton, 1958). Materialism cries loudly, drawing attention away from things that matter.

​Richard Strozzi-Heckler, Ph.D., an internationally known speaker, coach, and consultant on leadership and mastery, proclaims the “the disembodied life” has been institutionalized. He explains, “capitalistic perspective socially organizes the body toward acceleration and speed in a world that is rapidly collapsing time and space. Both are deeply dehumanizing” (Strozzi-Heckler, 2014).

Possessions Vary in Amount of Satisfaction

Possessions vary in utility for producing happiness; money in the bank adds security; homes, cars, and clothing lift status and comfort. However, possessions are neither good nor bad. A possession may add to our lives in one way but subtract in other ways.

​Most happiness researchers agree that more money doesn’t always equate to more happiness. However, not enough money for the basics hurts well-being; but as money increases, the happiness gained levels off. We must weigh the gains must against the costs. Too much time earning money subtracts time spent creating connections or enjoying meaningful pursuits. Many possessions have recurring costs and maintenance frustrations, drawing limited financial or emotional resources.

Jonathan Haidt, an American social psychologist, Professor of Ethical Leadership at New York University Stern School of Business, cites research that supports this. He explains:

“People who report the greatest interest in attaining money, fame, or beauty are consistently found to be less happy, and even less healthy, than those who pursue less materialistic goals” (Haidt, 2003).

Overly focused pursuit of material goods and money is a symptom and coping strategy for dealing with incompleteness. 

Subjective Well Being and Materialism

In today’s fast-paced world, the allure of consumerism is ever-present, promising happiness and fulfillment through the acquisition of material goods. However, beneath the glossy surface lies a stark reality: overconsumption can have detrimental effects on our psychological well-being. Research has shown that compulsive and impulse buying are linked to increased levels of depression, stress, and lower life satisfaction (Pupelis & Šeinauskienė, 2023).

In Affluenza, an excellent book on this topic, the authors Clive Hamilton and Richard Denniss explain wrote:

“The evidence points to the conclusion that the more materialistic we become the more we try to cope with our insecurities through consuming, and the less contented we are. It also suggests that more materialism means poorer relationships” (Hamilton & Denniss, 2005, p. 14).

Materialism Interferes with Other Healthy Pursuits

Hamilton and Denniss explain:

“When people and nations make progress in their materialistic ambitions, they may experience some temporary improvement of mood, but it is likely to be short-lived and superficial. Materialistic values of wealth, status and image work against close interpersonal relationships and connection to others, two hallmarks of psychological health and high quality of life” (Hamilton & Denniss, 2005, p. 14).

We make faulty conclusions and still of adjust we engage in more of what is not working. In the case of materialism, the momentary flare of satisfaction from a new purchase or a growing bank account falsely supports our notion that material gain is working—we just need more. The more materialistic we become “the more we try to cope with our insecurities through consuming, and the less contented we are” (Hamilton & Denniss, 2005, p. 14).

Instead of improving our health, building relationships, and finding inner peace, we keep chasing possessions, charging up our credit cards and feeling incomplete.

Financial Security is Not Evil

Money itself isn’t the evil. It’s the love of money, chasing money while sacrificing other meaningful pursuits. We live in a money based economy. If we lack money for rent, food or transportation, we suffer.

Paul Dolan, a professor and department head at London School of Economics and Political Science, explains, “money appears to matter a lot when you are poor, but the impact on life satisfaction of each additional dollar shrinks—though never to zero, as it appears to do for daily mood.”

Dolan, however, cautions that, we need to be careful because “income does not only directly affect life satisfaction; it also indirectly affects happiness through its impact upon other inputs that affect life satisfaction.” He expands on this writing that richer people are generally “more likely to have more friends, get married, be in better health, and so on, all of which improve life satisfaction” (Dolan, 2014).

It appears that money can serve wellness but not when possessions themselves are the goals. When our money enhances our ability to pursue more important elements of healthy living then money adds to life satisfaction–marginally. Dolan found when adding in these additional factors that the effect of income on life satisfaction “is much greater than found previously in the literature because we are picking up its indirect effects as well as the direct effects that come from having a bigger bank balance” (Dolan, 2014).

Happiness Set points

The concept of a happiness set point refers to the idea that individuals have a baseline level of happiness or well-being that they tend to return to over time, regardless of external circumstances or life events. This set point is believed to be influenced by genetic factors, personality traits, and early life experiences. While people may experience temporary fluctuations in their happiness due to positive or negative events—such as getting a promotion or experiencing loss—they often revert back to their inherent happiness level after some time.

This notion suggests that while we can actively seek ways to enhance our joy and satisfaction in life, there are limits imposed by our psychological makeup regarding lasting changes in overall happiness.

According to this concept, a new purchase may temporarily boost happiness but we quickly habituate to the new possession and return to our genetically defined happiness set point.

See Happiness Set point for more on this topic

Enduring Happiness

New possessions provide a spark of enjoyment, but the newness eventually wears off and the possession becomes common, declining in pleasure and increasing in cost (debt, space, maintenance). The more time we chase new possessions, the less time we have to develop other enriching activities of living—endeavors that create purpose and build memories.

The hedonic view holds that happiness consists of more pleasure and less pain, while the eudaimonic view posits that happiness lies primarily in the actualization of human potential (Ryan & Deci, 2001). More disturbing is the mode in which we choose to pursue happiness impacts our ethical behavior.

Peng Cui and colleagues wrote:

“Given that people’s morality and happiness are closely related, those with different happiness orientations are likely to engage in unethical behaviors because of pursuing happiness wrongly” (Cui et al., 2023).

Finding more sustaining ways of procuring happiness has a more utilitarian impact on overall wellbeing of the larger population as well as on our own enduring happiness.

See Eudaimonia to learn more about enduring happiness

Creating Enduring Happiness

We can enhance our happiness. We are not permanently stuck at a certain level of enjoyment. Creating a sustainable happiness has more to do with habits than possessions. Working on life lifting habits generates more joy than a possession. Possessions slowly decline in value while habits continually produce results. Building healthy habits is a form of self-care.

We can build sustainable happiness by focusing on aspects of life that bring genuine fulfillment and joy. Here are some strategies to help cultivate lasting happiness:

• Build Strong Relationships: Invest time and effort in your relationships with family, friends, and loved ones. Meaningful connections provide emotional support and a sense of belonging.
• Practice Gratitude: Regularly take time to reflect on the things you’re thankful for. Keeping a gratitude journal can help you focus on the positive aspects of your life.
• Engage in Meaningful Activities: Pursue hobbies and activities that you are passionate about. Engaging in activities that align with your values and interests can bring a deep sense of satisfaction.
• Prioritize Health and Well-being: Take care of your physical and mental health through regular exercise, a balanced diet, and adequate sleep. Mindfulness practices, such as meditation and yoga, can also help reduce stress and improve overall well-being.
• Give Back: Helping others through acts of kindness or volunteering can create a sense of purpose and increase your own happiness.
• Set and Pursue Goals: Having clear, achievable goals gives you something to strive for and can provide a sense of accomplishment when you reach them.
• Limit Materialism: Focus on experiences rather than possessions. Spending money on experiences, such as travel or learning new skills, often brings more lasting happiness than buying material goods.
• Stay Present: Practice mindfulness to stay present in the moment. This can help you appreciate the here and now, rather than worrying about the past or future.

Associated Concepts

• Self-Esteem: This is a psychological concept that refers to a person’s overall evaluation and perception of their own worth or value. It involves the thoughts, beliefs, feelings, and judgments an individual holds about themselves.
• Looking Glass Theory: This theory, also known as the Cooley’s Looking-Glass Self, is a concept proposed by Charles Horton Cooley, suggesting that a person’s self-concept is primarily formed through their perception of how others view them.
• Habituation: this is the process through which an organism gradually becomes accustomed to a particular stimulus, leading to a decreased reaction over time. This phenomenon can occur with various types of stimuli, including environmental, sensory, and social cues.
• Compulsive Buying Disorder: This disorder, often referred to as oniomania or shopping addiction, is a chronic, repetitive impulse control disorder characterized by an uncontrollable urge to purchase goods despite serious negative consequences.
• Sustainable Happiness: This refers to a long-lasting sense of well-being and contentment that is not dependent on external circumstances. It encompasses a deep fulfillment that comes from meaningful relationships, personal growth, contributing to the community, and living in harmony with the environment.
• Self-Categorization Theory: This theory delves into how individuals perceive themselves within social groups, exploring personal and social identities, levels of abstraction, depersonalization, determinants of categorization, prototypicality, and social influence.
• Hedonic Treadmill: This refers to our human tendency to promote positive affect, expecting that positive states will become a stable state. The hedonic treadmill describes our adaptations that returns us to a normal state, leaving us chasing happiness.
• Anticipatory Joy: This refers to the excitement or pleasure experienced in anticipation of a future positive event, achievement, or experience. It is the emotional state that arises when one looks forward to something enjoyable or fulfilling. Anticipatory joy can enhance overall well-being and contribute to a positive outlook on life.

A Few Words by Psychology Fanatic

Healthy relationships, minds, bodies and futures require time. We must allocate the precious commodity of time wisely. By chasing elusive satisfaction through materialism, we sacrifice balance, leaving us exhausted and unfulfilled. We will never have enough. Materialism and happiness work against each other. We never satisfy Materialism; contrary to materialisms unquenchable drive for more, happiness is satisfaction in the moment. There will always be more to acquire. We can become a slave, or manage this unrelenting drive for possessions, and replace these wasted efforts with better engagements, giving a fruitful life to our futures.

Last Update: December 24, 2025

References:

Cui, P., Shen, Y., Hommey, C., & Ma, J. (2023). The dark side of the pursuit of happiness comes from the pursuit of hedonia: The mediation of materialism and the moderation of self-control. Current Psychology, 42(9), 7682-7692. DOI: 10.1007/s12144-021-02104-9
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Dolan, Paul (2014). Happiness by Design: Change What You Do, Not How You Think. Avery. ISBN-10: 0147516307
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Easterbrook, Gregg (2003). The Progress Paradox: How Life Gets Better While People Feel Worse. Random House; 1st edition. ISBN-10: 0812973038
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Haidt, Jonathan (2003). The Happiness Hypothesis: Finding Modern Truth in Ancient Wisdom. Basic Books; 1st edition. ISBN-10: 0465028020; APA Record: 2006-00770-000
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Hamilton, Clive; Denniss, Richard (2005). Affluenza: When too much is never enough. Allen & Unwin. ISBN: 1741146712
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Kornfield, Jack (1993). A Path with Heart: A Guide Through the Perils and Promises of Spiritual Life. Bantam. ISBN-10: 0553372114
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Merton, Thomas (1958/1999). Thoughts in Solitude. Farrar, Straus and Giroux. ISBN: 978-1-4299-4407-6
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Pupelis, L., & Šeinauskienė, B. (2023). Effect of consumer self-discrepancy on materialism and impulse buying: the role of subjective well-being. Central European Management Journal, 31(2), 222-240. DOI: 10.1108/CEMJ-12-2021-0154
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Ryan, R. M., & Deci, E. L. (2001). On happiness and human potentials: A review of research on hedonic and eudaimonic well-being. Annual Review of Psychology, 52, 141-166. DOI: 10.1146/annurev.psych.52.1.141
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Smith, Heather J., & Huo, Yuen J. (2014). Relative Deprivation: How Subjective Experiences of Inequality Influence Social Behavior and Health. Policy Insights from the Behavioral and Brain Sciences, 1(1), 231-238. DOI: 10.1177/2372732214550165
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Strozzi-Heckler, Richard (2014). The Art of Somatic Coaching: Embodying Skillful Action, Wisdom, and Compassion. ‎ North Atlantic Books; Illustrated edition. ISBN-10: 9781583946732
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