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.Outside the West, consumerism has alwaysinvolved an attack on regional traditions through attraction to importedgoods and tastes.This may not only offend nationalist pride, but also seri-ously disorient individuals who voluntarily commit to consumer goals.Theymay end up as some Africans claim to feel not knowing who they are.Even in the West, it is hard to say whether consumerism has madepeople happier.Measuring happiness historically is terribly hard, perhapsWho wins? 1591111 impossible.Clearly, the advance of consumerism has always involved losses2 as well as gains, and some of the drawbacks have not been clearly perceived3 by enthusiasts.One study, issued in 2000, claims that major consumer4 gains in a society a real move upward in material standards initially5 causes a definitive jump in measurable happiness.But after that and in6 more established consumer settings, consumerism is irrelevant to claimed7 satisfaction, and people enmeshed in milder forms of consumerism may be8 happier than consumerist zealots.9 The study of consumerism in world history does not provide a definitive1011 balance sheet on whether the long-term results are favorable or unfavor-1 able.But it does provide perspective, allowing greater understanding of2 what consumerism involves, and perspective, in turn, offers a greater capacity311 to choose an appropriate level of involvement, rather than being swept away4 by the latest enthusiasm.5 Understanding where consumerism comes from, what needs and pres-6 sures it responds to, does not prove that consumerism is good or bad.But7 historical understanding does generate some opportunity for considering8 one s own take on a truly powerful international force in contemporary life.9 It also helps to know what some of the criticisms have been, and to be20111 able to compare one set of national patterns against another.1 Managing consumerism is a challenge, for it is easy to be managed by2 it.But consumerism is a human construction, despite all the complex factors3 behind it.It should serve human ends
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