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People tend to compare themselves with highly idealized media images and advertisement, these people create unrealistically high expectations which are not able to fulfill, leaving the subject with a feeling of sadness and discontent.
According to Chan and Prendergast (2007), people who compare their own possessions with the possessions of friends and media celebrities come to believe that possessions are related to success and happiness, and that possessions occupy a central position in life...
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Materialism can be seen as a way to deal with problems, such as divorced parents, social pressure, depression or low self esteem. Like any addiction, shopping becomes a way of feeling temporarily good. Once the good is acquired, pleasure is derived from the communicative aspect of the good, which is telling others about their new acquisition and how great it is...
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