“Advertising has us chasing cars and clothes, working jobs we hate so we can buy shit we don’t need.”
~From the movie Fight Club, based on the novel by Chuck Palahniuk
Researchers have found that low self-esteem and materialism are not just a correlation, but also a causal relationship where low self esteem increases materialism, and materialism can also create low self-esteem. The also found that as self esteem increases, materialism decreases. The study primarily focused on how this relationship affects children and adolescents. Lan Nguyen Chaplin (University of Illinois Urbana-Champaign) and Deborah Roedder John (University of Minnesota) found that even a simple gesture to raise self-esteem dramatically decreased materialism, which provides a way to cope with insecurity.
“By the time children reach early adolescence, and experience a decline in self-esteem, the stage is set for the use of material possessions as a coping strategy for feelings of low self-worth,” they write in the study, which will appear in the Journal of Consumer Research.
This makes perfect sense to me. Consider women and make-up. What else can it be but insecurity? The effects of corporate advertising methodology focus on identifying and amplifying people’s insecurity in order to create a market in which to sell their products. The same problem-reaction-solution paradigm. You can see the method absolutely everywhere if you know how to recognise it.
Women seem to be more overtly receptive to this manipulation because they are more outwardly emotional. This latent insecurity stems from growing up in weak families (families ravaged by feminism and consumerism.) Everyone suffers, the corporations win.