Less is more: the influence of aspirations and priming on well-being

If resource consumption is to be reduced through economic “de-growth”, individuals in industrialized countries may have to accept a reduction in their consumption levels. In democratic societies, implementing this process requires the consent of a majority of the population. However, as long as people have high reference levels of consumption, lower consumption will induce feelings of loss, and hence evoke resistance. This paper summarizes recent experimental evidence on some of the factors that determine the utility costs involved in decreasing consumption. The results suggest that the acceptance of economic de-growth would be facilitated if people's material aspirations were moderated, and the extent to which material achievements are emphasized in our daily environment were reduced.An analysis of the financial and economic crisis that developed during 2008 suggests that it will not contribute to either of these points. Rather, by increasing the public's focus on the economic sphere even beyond pre-crisis levels, it may lead to a further decrease in the acceptance of de-growth policies in the population.