When we consume, we experience pleasure. As long as the things we consume are novel.

But as we adapt, the novelty wears off and pleasure becomes comfort. This is called the hedonic treadmill or satisfaction treadmill.

It’s a thrill to drive your new car for the first few weeks; after that, it’s just comfortable. It sure beats the old car, but it isn’t much of a kick.

Faced with this inevitable disappointment, we can either be driven to pursue novelty. These new commodities will give us pleasure until repeated exposure.

Expectations of having something new are not matched by reality, at least not in the long term.

The key? -> Give up the chase and stop valuing pleasure derived from things.

-The Paradox of Choice, p.176