The Mall Effect

(Now it's my turn to write a blog inspired by yours, Amanda.)

Marketing 101: Your goal as a marketer is to convince your target consumer that what they have is not adequate and they need your product to be happy.

Honestly, I aced marketing class without even trying. The only reason I didn't pursue marketing (considering it merges multiple interests and skills I have) is that I honestly didn't think I could live with myself. A career or selling people the idea that their lives are insufficient with out some... item or service, seemed doomed to create misery and serious guilt.

This Sunday Pastor Mark spoke about what he termed 'The Mall Effect'. Basically, it's the same idea... you don't even realize you your closet is lacking something until you go the mall and realize that you are in need of an entirely new wardrobe. I have fallen prey to this trap, just like most.

It really is a trap... a set of strategic efforts on the part of advertisers which are designed to confuse you. To make you think that your happiness is dependent on what they have to offer you.

The REALLY sad part is it can work, at least in the temporary sense. I am one of those people who tends to resort to shopping when I am depressed or feeling self-conscience. I have worked hard to curb this habit over the years, but I still fight the urge pretty regularly. But that feeling of have a new item, it really does make you happy (at least it makes ME happy)... but of course, it fades with time.

I guess this is where we should distinguish between happiness and joy. Happiness is the feeling you feel when you are wearing a new pair of shoes... or you see a really good movie. Joy, on the other hand, is that underlying emotion that causes you to seek more out of life, that drives you to have a good attitude, and causes you to see love and hope in the world around you.

It's really, really easy to settle for the quick fix. I mean, I kinda want to go shopping right now. But, I will just have to keep telling myself that those marketers have it wrong, I do not need a new pair of jeans (or, a *ahem* new laptop). It will not make me a happier, cooler or better person. In fact, it will just leave me a little bit poorer, and most likely, ever so slightly more materialistic.