An empirical evaluation of materialism -- beware "hedonic decline"

The short-lived satisfaction of being first in line to buy an iPhone. [Luke MacGregor/Reuters]

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?

METHODOLOGY: In three separate studies, Marsha Richins of the University of Missouri scored consumers as rating either "high" or low" for materialism, and then evaluated their emotional state before and after making an "important purchase."

RESULTS: In each study, the reigning materialists anticipated future purchases with strong, positive emotions, much more so than other consumers. Joy, excitement, optimism, and even peacefulness coursed through them regardless of whether they were thinking about buying a house or a toaster, next week or next year.

The materialists were also more likely "to believe that an upcoming purchase would transform their lives in important and meaningful ways." They had faith in their upcoming acquisition's power to improve their relationships, boost their self-esteem, enable them to experience more pleasure, and, of course, be more efficient. The intensity with which they felt the positive emotions was directly related to just how transformative they expected those transformations to be.