Ever noticed how the feeling doesn't last when you buy a new item? What you're experiencing is known as "hedonic adaptation" — or the "hedonic treadmill." This phenomenon is what pushes us subconsciously to consume more, to not feel satisfied with what we have, and to dream of fresh starts. But we are not powerless in this: knowledge is power, and once we know about the hedonic treadmill effect, we can work to counter it.