Many of us are convinced that the more money and material wealth a person has, the happier he is. But this is actually a trap. Try not to get caught in it. So, what do you choose - to be or to have?
In 1963, the scientist Ivan Efremov wrote: "Three pillars of our social life: envy, chatter in all its forms and the purchase of countless things." What has changed half a century later? Yes, with our heads we understand that things are not the main thing in life, but remember how we begin to rejoice when buying a brand new gadget. How to understand where the normal desire to “live well” ends and consumerism begins? How to save ourselves, loved ones and children from imposed stereotypes and understand what we really want? About this - in the book of professor of psychology Tim Kasser "To be or to have".
False messages
“In the medieval system, capital was the servant of man, and in the modern system, it became his master,” wrote Erich Fromm. Today we are bombarded with messages that every need can be met with the right products. Do you feel unsafe on the road or at home? Get new tires or a door lock. Are you worried that you might die young? Eat these healthy cereals for breakfast and, just in case, get insured with this insurance company.
The consumer society offers many role models that initially assume that a high quality of life (that is, full satisfaction of needs) is possible only if material goals are successfully achieved. We are told: these are successful people who need to try to imitate and whose life is worth copying. Don't believe these calls.
Individuality in a bottle
The advertisement calls: “Do it your way! Do as you like! " But this is a deliberately false statement. If every person truly expressed their self through consumer products, no company would survive.
Business profit is based on mass production and mass consumption. Advertising tries to convince us of our uniqueness, explaining it by the fact that we own a specific product or seek to get it. But do not forget that advertising messages are aimed at a thousandth and even a millionth audience.
Selling prepackaged personality is the main purpose of advertising.
Billionaire experience
Prior to founding Silicon Graphics, Jim Clarke said that a fortune of $ 10 million would make him happy; before founding Netscape - that he needed 100 million; before Healtheon - a billion; and recently he said: "I will be completely happy when I have more money than Larry Ellison."
Most people think that, having achieved what they want, they will become absolutely happy and contented with life. In fact, common sense, as well as many psychological theories, says that if we achieve our goals, our self-esteem and level of satisfaction with life will certainly improve. However, as can be seen in the example of Jim Clarke, people who make a lot of money and have a high status, achieving their intended goals, remain unhappy with the result.
Advertising zombie
Researchers Marvin Goldberg and Gerald Horn set out to test the impact of viewing ads on children.
Kids 4-5 years old were divided into groups and shown two videos. In the first, there was no advertisement at all, and the second was interrupted twice by an advertisement for a specific toy. The children were then shown photographs of two equally attractive boys. One was holding a newly advertised toy, but was described as "not a very good boy"; the second was empty-handed, but the children were told that "this is a very good boy."
Next, the young respondents were asked to answer which of these two boys they would like to make friends with. Of the group that was not shown an advertisement, with the owner of the coveted toy, only 30 percent of the children wanted to play, while in the second group, there were as many as 65 percent of those who wanted to play. The children were ready for anything to get a chance to play with the toy. And within us, exactly the same four-year-old children often wake up.
Many of us are convinced that the more money and material wealth a person has, the happier he is. But this is actually a trap. Try not to get caught in it. So, what do you choose - to be or to have?
