A consumer society destroys individulaism. In a world of markets managed by barcodes, and by purchasers endowed with credit cards, children are progressively deprived of the possiblity of identifying themselves through their parents. With a shift in consumer demand from necessity (which can be satisfied) to desire (wich can never be fulfilled), a child lives for the adrenaline hit of an important purchase. A purchase that defines who they are. Marketing's use of psychology, sociology, and motivational research to manipulate public opinion begs the question: does happiness lie in consumption?