A Multidisciplinary Exploration of Consumerism, Maslow’s Hierarchy, and the Quest for an Authentic Life
Prepared by: Gerald A. Daquila, PhD. Candidate
ABSTRACT
Advertising has reshaped our understanding of happiness, redirecting our innate desires—rooted in Abraham Maslow’s hierarchy of needs—toward material consumption. By equating perfume with belonging, whiskey with camaraderie, and gold with success, advertising sells a hollow version of fulfillment that prioritizes wealth, fame, and power over relationships, service, and authenticity. This dissertation examines how advertising exploits psychological, sociological, and cultural mechanisms to distort our pursuit of happiness.
Drawing on Maslow’s framework, consumer psychology, media studies, and philosophical perspectives, it argues that true fulfillment lies not in what we acquire but in what we contribute to others and society. Through a narrative that balances logical rigor with emotional resonance, this work critiques the consumerist narrative and advocates for an authentic life grounded in relationships and purpose. The analysis concludes with reflections on reclaiming happiness in an age dominated by commercial messaging.
Introduction: The Happiness We Were Sold
Imagine a world where happiness is a bottle of perfume, a glass of whiskey, or a shiny gold watch. For decades, advertising has promised us that these things—material possessions, status symbols, and fleeting pleasures—hold the key to a fulfilled life. Yet, as we chase these glittering promises, many of us arrive at a sobering realization: we’ve been running the wrong race. The ads that equate a new car with love or a luxury brand with success have led us astray, leaving us with a hollow version of happiness.
This dissertation dives into a poignant observation: advertising has subverted our innate desire for happiness, as described by psychologist Abraham Maslow, by tying our needs to consumption. Instead of fostering belonging, self-reflection, or contribution to society, ads sell us shortcuts that don’t deliver. Through a multidisciplinary lens—combining psychology, sociology, media studies, and philosophy—this exploration unpacks how advertising reshapes our desires and offers a path toward authentic fulfillment. The narrative balances logical arguments with emotional resonance, inviting readers to reflect on what truly matters: relationships, service, and living authentically.
Glyph of the Seer
Sees truly, speaks gently.
Chapter 1: Maslow’s Hierarchy and the Human Quest for Happiness
Understanding Maslow’s Framework
In 1943, Abraham Maslow introduced his “hierarchy of needs,” a model that explains human motivation through a pyramid of needs, from basic survival to self-actualization (Maslow, 1943). At the base are physiological needs (food, water, shelter), followed by safety needs (security, stability). Higher up are belongingness and love needs (relationships, community), esteem needs (respect, achievement), and, at the peak, self-actualization (realizing one’s potential) and transcendence (contributing to others’ growth).
Maslow argued that happiness emerges as we fulfill these needs, with true fulfillment found in self-actualization and transcendence. These higher needs involve creativity, purpose, and service to others—qualities that align with the observation that a fulfilled life is about relationships and contribution, not material gain.
The Vulnerability of Our Desires
Maslow’s hierarchy reveals why we’re susceptible to advertising. Our needs are universal, but how we fulfill them is shaped by culture and environment. Advertisers exploit this by linking products to our deepest desires. A perfume ad doesn’t just sell fragrance; it promises love and belonging. A whiskey commercial doesn’t just offer a drink; it evokes camaraderie and reflection. By tapping into our emotional vulnerabilities, advertising redirects our pursuit of happiness toward consumption (Ewen, 1976).
Chapter 2: The Mechanics of Advertising: Selling a Hollow Happiness
The Psychology of Persuasion
Advertising thrives on psychological manipulation. Research in consumer psychology shows that ads use emotional appeals to bypass rational thinking (Cialdini, 2001). For example, a luxury car ad might show a smiling family, linking the product to belonging and love. This creates an aspirational narrative, where owning the product seems like a step toward happiness (Berger, 2010). Studies also highlight the role of social comparison theory: we judge our worth against others, and ads exploit this by showcasing idealized lifestyles (Festinger, 1954).
Cultural Narratives and Consumerism
Sociologically, advertising shapes cultural values. In The Culture of Consumerism, historian Stuart Ewen argues that advertising transformed society by promoting materialism as a path to identity and status (Ewen, 1976). Gold jewelry or a red-carpet lifestyle becomes a symbol of success, obscuring Maslow’s esteem needs (self-respect, competence) with external validation. Media studies scholar Sut Jhally notes that advertising creates a “system of meaning” where happiness is tied to consumption, not relationships or service (Jhally, 1990).
The Role of Media Saturation
Today’s media landscape amplifies advertising’s impact. With over 10,000 ads seen daily by the average person (Yankelovich, 2005), we’re bombarded with messages equating products with happiness. Social media platforms like Instagram intensify this, blending ads with influencer content that blurs authenticity and promotion (Marwick, 2015). The result is a culture where material success overshadows deeper fulfillment.
Chapter 3: The Hollow Promise: Why Materialism Fails Us
The Hedonic Treadmill
Psychological research on the hedonic treadmill explains why material gains don’t deliver lasting happiness. We quickly adapt to new possessions, requiring ever more to sustain the same level of satisfaction (Brickman & Campbell, 1971). A new watch or car might spark joy, but the effect fades, leaving us chasing the next purchase. This cycle, fueled by advertising, traps us in a loop that never reaches Maslow’s higher needs like self-actualization or transcendence.
The Social Cost of Consumerism
Sociologically, the consumerist mindset erodes relationships and community. Studies show that materialistic values correlate with lower well-being and weaker social bonds (Kasser, 2002). By prioritizing wealth and status, we devalue time spent serving others or building authentic connections—key elements of a fulfilled life. Advertising’s focus on individual gain also undermines collective values, contributing to social isolation (Putnam, 2000).
Philosophical Reflections: The Unexamined Life
Philosophically, the pursuit of material happiness contradicts ancient wisdom. Socrates famously said, “The unexamined life is not worth living,” emphasizing self-reflection over external validation (Plato, Apology, 38a). Advertising, however, discourages introspection by offering quick fixes. A gold watch promises esteem without the inner work of building character. This misalignment with authentic living leaves us unfulfilled, as the observation suggests: at life’s end, we realize relationships and contributions matter more.
Glyph of False Fulfillment
A hollow smile sold as happiness — the mask of desire shaped by illusions of consumption.
Chapter 4: Reclaiming Authentic Happiness
Redefining Success
To escape the hollow promise of advertising, we must redefine success. Maslow’s self-actualization involves living authentically, pursuing passions, and aligning actions with values (Maslow, 1971). Research supports this: people who prioritize intrinsic goals (relationships, personal growth) report higher life satisfaction than those chasing extrinsic goals (wealth, fame) (Sheldon & Kasser, 1998).
The Power of Relationships
Relationships are central to fulfillment. Studies in positive psychology show that strong social bonds are the strongest predictor of happiness (Diener & Seligman, 2002). Advertising’s focus on individual consumption overshadows this, but reorienting our lives toward connection—spending time with loved ones, serving others—aligns with Maslow’s belonging and transcendence needs.
Contribution and Purpose
Contributing to society fosters a sense of purpose, a key component of self-actualization. Research on prosocial behavior shows that helping others boosts well-being (Harbaugh et al., 2007). Volunteering, mentoring, or advocating for change fulfills our need to transcend self-interest, offering a deeper happiness than material gains.
Practical Steps Toward Authenticity
To live authentically, we can:
- Limit media exposure: Reduce time spent on ad-heavy platforms to weaken consumerist influences (Strate, 2004).
- Practice mindfulness: Reflect on personal values to resist external expectations (*Kabat-Zinn, 1990*).
- Invest in relationships: Prioritize time with family and friends over material pursuits.
- Engage in service: Volunteer or contribute to causes that align with personal passions.
Chapter 5: A Multidisciplinary Synthesis
Psychological Resilience
Psychologically, resisting advertising requires self-efficacy—the belief in our ability to control our choices (Bandura, 1977). By understanding how ads manipulate emotions, we can make conscious decisions aligned with our true needs. Cognitive-behavioral techniques (CBT), like questioning automatic thoughts about consumption, can help (Beck, 1979).
Sociological Reconnection
Sociologically, rebuilding community counters consumerism’s individualism. Participating in local groups or shared activities fosters belonging and reduces reliance on material symbols (Putnam, 2000). Collective resistance to advertising’s narrative can reshape cultural values toward authenticity.
Philosophical Grounding
Philosophically, an authentic life aligns with existentialist ideas of creating personal meaning (Sartre, 1946). By rejecting the prescribed path of materialism, we define happiness through our unique contributions and relationships, echoing Maslow’s transcendence.
Media Literacy
Media studies emphasize the importance of media literacy to decode advertising’s tactics (Potter, 2011). Recognizing manipulative techniques—like emotional appeals or scarcity tactics—empowers us to prioritize intrinsic values over marketed desires.
Chapter 6: Conclusion
Running the Right Race
Advertising has sold us a hollow version of happiness, exploiting Maslow’s hierarchy by linking material goods to our deepest needs. Perfume promises belonging, whiskey mimics camaraderie, and gold symbolizes success—but these are fleeting illusions. True fulfillment lies in relationships, service, and authenticity, as research across psychology, sociology, and philosophy confirms. By resisting advertising’s narrative and embracing mindful, connected, and purposeful lives, we can run the right race—one that leads to a life well-lived.
This dissertation invites readers to reflect on their own pursuits and consider what truly matters. In a world saturated with ads, the path to happiness requires courage to live authentically, to give rather than get, and to prioritize people over possessions.
Crosslinks
- From Fear to Freedom: Harnessing Consciousness to Transform Media’s Impact — Attention hygiene and algorithm detox so ads can’t hijack your nervous system.
- The Theater of the Self: Unmasking Identity and the Eternal Soul — Unbrands the self: persona ≠ essence; you’re not a product or a pitch.
- The Illusion of Scarcity: Unraveling the Mindset that Shapes Our World — Exposes engineered lack (FOMO) and restores sufficiency.
- Resonance Metrics as a Spiritual Compass in Times of Uncertainty — Somatic fact-checker for desires: does this impulse raise coherence (go), stall (hold), or ask repair?
- Beyond the Cart: Envisioning a Post-Consumer World — Offers structures (share/repair rings, commons) that make non-consumption satisfying and social.
Glossary
- Hedonic Treadmill: The tendency to return to a baseline level of happiness despite new possessions or achievements (Brickman & Campbell, 1971).
- Maslow’s Hierarchy of Needs: A psychological model of human motivation, ranging from physiological needs to self-actualization and transcendence (Maslow, 1943).
- Prosocial Behavior: Actions intended to benefit others, linked to increased well-being (Harbaugh et al., 2007).
- Self-Actualization: The realization of one’s full potential, a key component of Maslow’s hierarchy (Maslow, 1971).
- Social Comparison Theory: The process of evaluating oneself against others, often exploited by advertising (Festinger, 1954).
Bibliography
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Attribution
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Ⓒ 2025 Gerald Alba Daquila – Flameholder of SHEYALOTH | Keeper of the Living Codices
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