My friend asked how to use economics to gain happiness. The problem is huge. The connotation of economic knowledge system and happiness itself is huge. If you want to establish a connection between the two, then you must have to think in a face rather than a line. The final answer must be different. Just as I was thinking hard, a long-standing old problem suddenly came out halfway: Is there a clear contradiction between marketing and happiness?

If the happiness can be defined less rigorously as “a comfortable pleasure in a certain period of time”, then the easier way to get happiness can be summarized as “meeting the demand (eliminating the unsatisfied tension of the demand) and appropriate restrictions. Demand (the contentment is always happy). These needs are both material and spiritual, and a more basic thing that economic theory can do is to establish a freely traded market where everyone can get the material or spiritual resources they want in the market. To meet the needs and lay an important foundation for happiness. So what can marketing do for the happiness of consumers?

The Bible of Marketing - Kotler's "Marketing Management" explains marketing in a broad way: an activity that discovers and satisfies consumer needs, creates value, and delivers value. Meeting the needs of consumers is always the basic awareness of marketers, and marketers are always proud of meeting their needs and improving their quality of life. The premise of satisfying the demand is to discover the demand. As for how to “discover”, professionals have many professional research methods. Smart marketers have long discovered that consumers’ understanding of certain needs is vague, such as classic assertion—“Consumer Before you know what the car is, what you need is not the car, but the faster and more convenient mobile. Nowadays, the marketers are getting smarter and always able to identify a wide variety of potential needs for consumers and vow to tell the consumer. These needs should be met, because they will improve the quality of life in the end, and consumers will get more happiness.

It looks beautiful, but marketers always arbitrarily or unintentionally exaggerate or even distort these needs, and this process is often called "market education." Through this “education”, consumers will always realize that they have underestimated or even completely ignored certain needs that need to be met. After satisfying these needs through the “help” of marketers, they will be surprised to find that there are more The gap needs to be filled. For example, in the era of no marketing and advertising, we did not realize that the skin needs to be fully maintained. Gradually, we understand the importance of skin care, so we use “baby cream”; but the overwhelming advertisement quickly tells us Only after more complicated procedures can we ensure that our skin is always like the baby's buttocks, white and tender, so L'Oreal, Ischberg and so on are popular; but this is not enough, marketers always run in front of consumers. Together with technology developers, they have introduced new things like steaming, mineral mud, etc., and one new goal has been placed in front of the exhausted consumers. This process is like a kettle on a stove. It should have been extinguished after the water is boiled, but the marketer often deliberately increases the firepower, allows the kettle to dry quickly, then pours cold water into the kettle, and then Continue to increase the firepower, repeat the fat and repeat yourself, and exhaust the kettle.

However, the real pain for consumers may not be to constantly chase new demands, acquire new satisfaction, but be informed of the existence of certain needs, and they also have the motivation to meet these needs, but because of Objective reasons such as finance cannot be achieved. The shy consumers in these pockets are always painfully discovering how far away they are from the noble life that marketers have advertised, and are often in anxious about identity. Perhaps this is the bad side effect that marketers bring so-called happiness to our society. Everyone knows that the economic crisis of Zhengxing is originated from the subprime mortgage aimed at encouraging the poor to buy a house. Although the greed of financial people and the weak market supervision are important reasons for the subprime mortgage crisis, if the marketers can restrain themselves for many years, High housing consumption and consumerism have always promoted behaviors. I believe that there will not be so many low-income families who are willing to risk their unbearable risks to swollen their faces. Even if the crisis is inevitable, the degree of harm can be relatively reduced.

All in all, marketers are always trying to satisfy, stimulate or even exaggerate their needs, and they are far from properly limiting their demand. The claimed quality of life and happiness can only be short-lived, while creating “happy” marketing. It also creates pain, not to mention that a large number of consumers can only enjoy a small amount of happiness, or even have no chance to enjoy happiness. Therefore, we can think that there is a clear contradiction between marketing and consumer happiness.

Perhaps we can sacrifice the magic weapon of trial and error. The blame for the problem is caused by the misapplication of marketing theories by a very small number of "useful ulterior" marketing practitioners. They are wrong, not marketing itself, marketing is no exception. However, marketing theory is not an accurate science, nor is it an objective law that exists in nature. Its production and application are always based on human beings. There is no objective and split marketing theory. Its formation and evolution will be in practice. People's actual behavior is the benchmark, so it is dangerous to simply blame the mistakes on "a handful of criminals."

Of course, even if such a contradiction is widely accepted, it cannot obliterate the value of marketing. Moreover, marketing is not the “culprit” of new demand generation and upgrading. Factors such as technological progress, human nature, social change and so on will stimulate demand changes. However, marketers are only pursuing self-interest while boosting the excessive expansion of demand, adding a lot of identity anxiety to consumers. Perhaps when marketing practitioners put their renminbi into the wallet, they should realize that their behavior is bringing happiness to consumers, and it is also accompanied by considerable unhappiness. I want to take measures to properly restrain and correct myself. Certain behaviors should not be overemphasized.

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