Psychologist Miriam Tatzel, PhD, of Empire State College,
had presented an overview of consumer behaviour & happiness at The American
Psychological Association's 122nd annual conference.
She explored & explained consumerism, happiness &
environmental impact of our consuming decisions.
Dr. Tatzel explains that humans remain preoccupied with
getting & spending due to their insatiable wants. Humans also believe that
economic & social prosperity depends on growth in consumer spending.
However insatiable consumerism is draining our planet. Some problems that the
world is experiencing are degradation of natural resources, global warming, pollution,
exploitation of cheap labour world-wide.
Dr. Tatzel states that "Cooling the consumption-driven
economy, working less & consuming less are better for the environment &
better for humans, too,"
An acronym “CAMPER” stands for research-proven factors that
contribute to happiness: Competence, Autonomy, Meaning, Pleasure, Engagement
& Relationships. In my personal humble opinion relationship have utmost
significance. Relationship with self, i.e. self-acceptance, healthy
relationship with others can be blissful, peaceful & meaningful.
Dr. Tatzel has used Richins & Dawson’s work on human’s
belief. As per that acquisition has become a goal of humans. Humans believe
that possession brings happiness & humans also believe that self worth
depends on material success.
She states that humans are running on a “hedonic treadmill”.
It infers that humans aren’t valuing whatever they have, no matter how nice it
is & are striving for more. However getting more doesn’t sustain happiness
level.
Dr. Tatzel also
states that “People's wants escalate as they tire of what they have & they
want something else, which in turn leads to more consumption & more waste
in landfills, more energy consumed & more carbon emitted into the
atmosphere," She added "The larger the gap between what one wants &
what one has, the greater the dissatisfaction. Less materialism equals more
happiness,"
She has figured out that person doesn’t get happiness while
buying things however gets happiness by spending on experiences.
Dr. Tatzel has also mentioned that “Happiness isn't just
about the numbers — it's about our personalities, too. People who cultivate
their talents & relationships to find satisfaction may be less likely to
rely on things & purchases to make them happy. Trying to keep up with the
Joneses only leads to misery.” Thus one should focus on cultivating talents
rather than making more money & focus on cultivating relationships more
than admiration. She even adds that one shouldn’t care that much what others
think of their possession. She speculates that this behaviour can be better for
the environment as it will reduce consumption & materialism.
Her study also sheds light on frugal attitude or behaviour &
how it’s nice for the environment (Frugal means conserving resources as well as
money). She states that frugal people are more satisfied with life, generally.
They even don’t suffer from debt related problems.
Her study infers that people are more likely to be happy by
cultivating personal talents & relationships rather than money & fame.
Dr. Tatzel advises that to increase your likelihood of being
happy (with a side of environmental benefits), you'll want to steer clear of
materialism, value your experiences over your purchases, & take your
satisfaction from yourself rather than others. She states Less is more.
Below are her advises
- - Don’t be materialistic
-
- Be thrifty
-
- Focus more on doing than having
. Change activities rather than material
circumstances
. Spend on experiences over possession
-
- Don’t care overly about money
-
- Live in a society with low income inequality
-
- Be intrinsically motivated
-
- Be independent
Thus her work indicates that happiness is inversely
proportional to consumerism & materialism is eroding happiness. It also infers
that consuming less won’t just have a positive impact on our mind but also our
surroundings & environment, thus environmental wellbeing is also good for
wellbeing of humans.
People that live a simple life, that love nature are often
inferred as dull; however people with simple & their anything but exciting
interests have a certain contemplative almost therapeutic appeal. On a
television show Euromaxx aired on 15th November 2014 on DW channel,
Psychologist Mark Coulson stated that “there are some research findings that
suggest that if you have a limited set of interests, if you limit what it is
that concerns you then this simple life is actually a happy life. That’s in today’s
society we are just present with too many choices, there are too many options,
as a result sometimes stepping outside of that frame, I’m going to be concerned
about what I find passionate, this maybe very direct route to happiness.”
Reflections: -
Dr. Tatzel’s study infers that less the have-want gap
greater can be happiness & satisfaction & this attitude is not just
good for humans but also for our environment. Thus lesser materialism equals
more happiness.
According to her study, humans like to consume or are
obsessed with materialism, this makes them work hard or work overtime. People
who work hard or overtime may get recognition & even get promoted &
eventually earn more money. Earning more money acts as a reward to the brain &
gives a sense of security. However it also has some negative effects. Time
spent to have a big bank balance, recognition, rewards & sense of security
takes away a lot of time from more personally fulfilling activities like
recreational activities, hobbies, interpersonal relationships, spending time
with family members, socialising with friends & extended family members etc.
Some unlucky people obsessed with consumerism & materialism even start
suffering from poor health, for example they gain weight, look old, stressed,
start suffering from diabetes or blood pressure at a young age, etc. Thus
people with obsessed with materialism & security remain unhappy most of the
time.
References: -
5. Richard M. Ryan, Edward L. Deci. "Facilitating Optimal
Motivation and Psychological Well-Being Accross Life's Domains." Canadian
Psychology, 2008: 49, 14-23.
6. Richins, Marsha L. "The Material Values Scale:
Measurement Properties and Development of a Short Form." Journal of
Consumer Research (The University of Chicago Press) Vol. 31, no. 1 (June 2004):
209-219.
7. Richins, Marsha L. and Scott Dawson (1992), “A Consumer
Values Orientation for Materialism and Its Measurement: Scale Development and
Validation,” Journal of Consumer Research, 19 (December), 303–16.
8. Ryff, Carol D. "Happiness is everything, or is it?
Explorations on the meaning of psychological well-being." Journal of
Personality and Social Psychology Vol. 57(6) (December 1989): 1069-1081.
9. Stephen M. Schueller, Martin E.P. Seligman. "Pursuit of
pleasure, engagement, and meaning: Relationships to subjective and objective
measures of well-being." The Journal of Positive Psychology (Routledge)
Vol. 5 (July 2010): 253–263.