Mindful Shopping
Thirty years ago the business of advertising caught the attention of Philip Brickman and Donald Campbell, two psychologists at Northwestern University to develop the theory called the hedonic treadmill. Their concept explained that people are genetically wired to seek out what is novel and pleasurable. People get a positive feeling, or reward, from buying novel things—new food items, clothes, electronic gadgets, jewelry, etc. Like an addict, regardless of how much pleasure is initially derived, it takes more and more of the “consumption drug” to feel the same high feeling....