As EarthSurfer said, it's all about choices. What struck me about the study is that I think it illustrates that most people have put only minimal effort, if any, into figuring out what makes them happy. For too many people, they buy 'things' because they don't know what else to do with their money and how to use it to leverage their longterm happiness and they think it's what they need to do to have happy. They buy instant gratification because it's immediate and they can see the results- 'I now have X10V Shiny iWidget Model 9 that shits rainbows and glitter'. they don't stop to think that they don't need it, they don't really want it and likely won't use it enough, if at all, to justify the cost. Financial discipline to buy your freedom takes time and it takes a certain mindset and understanding of longterm goals and priorities to not get caught up in the here and now consumer cycle.