happiness inflation

“Appreciate every moment! Live in the buzz!» — insistently repeats another article. Only the sparkle of the eyes gradually fades away, just like the screen on a new smartphone. There comes a period of “hedonic adaptation”: we get used (adapt) to what was once new and delighted. Mankind is increasing the pace of production. There are more and more choices and opportunities. And we are trying to get this buzz, this happiness with all our might.

Large companies have long figured us out and therefore annually offer cars with bumper restyling and new phones with improved color reproduction. The typical consumer runs down this moon-telephone path, confident that a new purchase will make them happier. But let’s use another 300-megapixel novelty, slow down, sharpen up and take a look at the brain. Just look how neurons tremble from the next portion of dopamine, how its cells savor it. It is because of the reward hormone dopamine that we experience the joy of buying. It stimulates the pleasure center and whispers «buy» every time we go to the store.

We pay at the checkout. We are handed the coveted box. Dopamine levels skyrocket. By the way, the more pleasure, the higher the craving to repeat this action. As time goes by, dopamine gradually drops. We stop enjoying the new car, and the new dress turns out to be a boring style. The body requires a new dose, higher than the previous one. Consumer satiety is replaced by hunger. And there will be no end to the race, because we are moving on a treadmill.

But that’s not all: this hormonal cocktail weakens the functioning of cognitive control mechanisms. First, we assure ourselves that we will live well without a new thing. Then we see her in the window, again we hint about her to her husband. Soon, actions are automated, and the world turns into a tunnel, where the only source of light is the cherished goal.

And what’s wrong with that, you ask? Yes, things stop making us happy, but this hedonistic adaptation is an important biological mechanism. Thanks to him, we are able to withstand typhoons and hurricanes of feelings. It is unbearable to constantly live at the peak of passions, it interferes with daily duties: raising children, working, doing household chores.

However, our nature again and again pushes us in search of what will kindle the flame of emotions, give even more drive. Remember the Black Queen’s advice to Alice?

“With us,” said Alice, with difficulty catching her breath, “when you run as fast as you can for a long time, you will certainly end up in another place.

What a slow country! cried the Queen. — Well, here, you know, you have to run as fast as you can just to stay in the same place.

Our strength and energy are burned in an attempt to «catch up with happiness.» But as soon as we grab the bird by the tail, the mirage dissipates. Want to try your luck again? Forward! But the price of trying will be more expensive. And there’s nothing you can do about it — happiness is subject to inflation.

As a result, we remain in the same place, and the clock is ticking treacherously. Is it worth spending it this way? Maybe it’s time to get off the «hedonic treadmill»?

4 ways to carry out a personal anti-inflationary reform

1. Refuse comparisons. Try to go beyond the hierarchical reality — the one in which someone is «cooler» and someone is «so-so». Envy and pride are feelings that grow out of one «onion» — public opinion. When we are jealous, we feel like we are losing something. But pride is the feeling that “I turned out to be the best.” It’s so nice to compare where we «win». Are you ready to give up the opportunity to “be proud”?

2. Collect moments. What can’t be compared? Our feelings, memories, experiences. Researcher Thomas Gilovich proved that new experiences, whether it’s going to an exhibition, walking or skydiving, give us a longer-term feeling of happiness than material goods.

3. Increase the sensitivity. Many religions have adopted the tradition of fasting — abstinence associated with spiritual and ascetic practices. In order to enjoy the taste again, it is sometimes necessary to consciously limit oneself, and sometimes to concentrate on long-forgotten sensations. Take a raisin, put it on your tongue and chew it slowly, feel the taste, every shade of it. You will probably learn something new about the familiar.

4. Don’t strive for perfection. Or maybe it’s completely impossible to “get to the horizon” and the point is in the journey itself? Perhaps hard times are a necessary condition for happiness, and light can only be seen against the backdrop of darkness?

Our feeling of happiness is not instant coffee in a rustling bag. With all the scientific and technological progress, there are things that cannot be transferred to the category of fast food, right?