Production Adaptation Marketing and Materialism Marketing actions are basically undertaken in the belief that more and better goods will bring an increase in consumers' standards of living, an increase in their satisfaction, and perhaps even more happiness When anticipating customers' reactions to new products and increased product choices, it is important to note the limits on the causal relationship between material affluence and personal happiness The psychologically effective impact of risking income is that of the relative income not the absolute income Copyright 2001 by Harcourt, Inc. All rights reserved 10-2Copyright © 2001 by Harcourt, Inc. All rights reserved. 10-2 Production Adaptation Marketing and Materialism • Marketing actions are basically undertaken in the belief that more and better goods will bring an increase in consumers’ standards of living, an increase in their satisfaction, and perhaps even more happiness • When anticipating customers’ reactions to new products and increased product choices, it is important to note the limits on the causal relationship between material affluence and personal happiness • The psychologically effective impact of risking income is that of the relative income, not the absolute income