Adaptation-Level Phenomenon

How many of us have thought "I'll be happy when {-insert_conditional_here-}," and how many of us were actually happy when that conditional happened?  

Welcome to the world of the adaptation-level phenomenon. The adaptation-level phenomenon is the tendency of people to quickly adapt to a new situation, until it becomes the new norm, and not being able to remember life without said situation. Once the new situation is the new norm, a new experience is craved - thus creating a never-ending process of continual growth and seeking that happiness.  Hopefully you are happy for a little bit.  

Taken in that light, the adaptation-level phenomenon is quite laughable and easy to dismiss.  But it is real, and has a very strong pull. For me, the classic example is smart phones - I don't know how I functioned without mine, and my adaptation was surprisingly quick. Another example is living without Netflix once you have tasted the convenience of their service. 

This explains how Apple has been able to grow and retain such a loyal customer base too.  Their customers are always looking for the new iPhone, iPod, iPad, whatever, and as soon as it comes out, their current iDevice has lost it's shiny place and are the new norm.  Now they must have the new experience.  Because, you know, heaven forbid you are the only one at work with an iPhone 5s.  

I think a lot of company's try to create some form of this phenomenon through running campaigns that say things like "Don't miss out!" or "Keep on the cutting edge of technology with our product."  That brand loyalty is some pretty sweet short-run security, to be sure! 

From a consumer's standpoint, I think the trick to avoid being trapped in that vicious cycle is like anything - recognize and admit that it is a problem.  Then, train yourself to enjoy your current "norm" as much as you would the new experience.  Then your happiness is not relied on something else that will never come, but instead is grounded in today.