PROBLEM: So let’s concede the point that “the very pursuit of happiness thwarts happiness.” But what about the pursuit of_things_? Treating yourself to coveted material goods is guaranteed to make you happy, right?
CONCLUSION: Although “materialists’ perceptions that acquisition brings them happiness appear to have some basis in reality,” that happiness is short-lived, Richins concluded. As such, “The state of anticipating and desiring a product may be inherently more pleasurable than product ownership itself.”
IMPLICATIONS: Richin’s basic theory is that materialists get a small boost of momentary happiness when they acquire something new. But they also get a happy boost just by thinking about getting something new, which happens multiple times throughout the long process of saving up money or waiting for the delivery of an online purchase. Thus, frequent little happy bumps add up to more happiness than the one big, but short-lived burst of pleasure that accompanies acquisition.