Desire is the root of all evil
– Some “not so evil” man.
A glass of water is a necessity for quenching thirst, but a can of Coke might not be satiating the same need. So, if a 20 something flaunts the latest handset glinting out his fist, sparking his psyche, pushing his self-esteem, so necessary for his acceptance of self in the realms of outside the self, it is not a crying need, but a social psychological gratification.
A variant is not just a push in technological innovation but a pull for the lusty buyers who queue up for the next big acquisition, a need to sustain their image in the social echelons, or perhaps to up their hierarchy in a society so finely divided by material jewellery that we unabashedly wear (unless we are living in the Netherlands; I am not).
What’s the catch? Germans are proud to make products that last ages. Americans are proud to make products that go stale in a year. A digital survivor is quintessentially an American consumer, though he might be subscribing to indigenous socio-cultural ideas otherwise (like his compulsive investments in FDS and LICs’; sorry real estate is out).
Roy Baumeister, a renowned psychoanalyst, author of much-acclaimed Willpower has glorified marshmallows test like no one else. When you look at the binge purchase of latest gadgets you witness a mass failure in marshmallow test. We would rather eat now, irrespective of our hunger, than wait and get more – but the point is patience than want for more. Well, tweak it and the mantra is – we want more and we want it right now.
Patience is a modern vice.