
Growing up in Western culture, I will be the first to admit that the act of purchasing something new is exciting. From the moment a human being decides they need something, the level of excitement builds until the purchase. After the purchase, the excitement remains for a day or two, then the item simply becomes as unexciting as every other object cluttering our home. Although this may appear to be a trivial affair, it has a devastating effect on our lives, relationships and our environment.
As a species we are very intelligent creatures. We learn from our experiences. If something hurts, or does not yield the desired outcome, we learn not to repeat the action again. Why then are we destined to repeat our purchasing behaviour, when we know that the pleasure we derive from it is so limited? I believe this is due to a number reasons: