Date: Sun, Apr 20, 2025 | Shawwal 22, 1446 | Fajr 04:31 | DXB 28.9°C
The relentless pursuit of luxury, driven by the ‘encore effect,’ closely mirrors patterns seen across various addictions: an ongoing cycle of reaching for temporary relief that ultimately exacerbates the underlying dissatisfaction.
As the CEO and founder of Paracelsus Recovery, the world’s leading treatment center for such deep-seated emotional challenges, I have observed the emptiness often accompanying the quest for opulence. Clients frequently reveal how their self-worth becomes disproportionately tied to material possessions, indicating a profound need to address unresolved emotional discomfort internally rather than through external acquisitions.
The brain’s dopamine system, intended to motivate and safeguard us, can become ensnared in a cycle of fleeting highs followed by periods of depletion. This cycle propels individuals onto a hedonic treadmill, where they find themselves perpetually chasing satisfaction yet never attaining it. Consequently, this pursuit of luxury lays a foundation for possible mental health issues and addictive behaviors.
The Illusion of Luxury as a Reward
From childhood, the acquisition of luxury is often framed as the ultimate reward, an indicator of success, sophistication, and even self-care. This deeply ingrained link can pervert the natural role of dopamine, which is meant to drive essential survival behaviors and instead, it feeds a hedonic feedback loop. While dopamine is often dubbed the “feel-good chemical,” its true role centers around driving motivation and desire. It’s the chemical pushing us toward what we believe will satiate our needs—from sustenance to social affiliation.
The Dopamine Trap and Luxury Consumption
Dopamine’s influence culminates not in satisfaction but in anticipation of reward, perpetually leaving us unsatisfied post-acquisition. Whether it’s the excitement before a purchase or the anticipation of an indulgence, the relief it promises inevitably dissipates, reigniting the cycle anew.
Luxury consumption echoes this pattern. The initial thrill of acquiring a designer piece diminishes with subsequent purchases, sparking a craving for more significant and extravagant items. For those grappling with self-esteem issues or a sense of detachment, this craving is only exacerbated, pushing them further along a path of compulsive acquisition and resultant disappointment. A simple watch morphs into desires for cars, homes, or yachts, as tolerance to luxury builds akin to any addiction. Despite past purchases failing to deliver true satisfaction, the belief persists that the next acquisition will provide fulfillment.
Escaping the Cycle: Rewiring Through Reflection
Modern culture normalize this cycle with pervasive messaging that happiness is one purchase away, robbing individuals of contentment in the present. We often mistake chasing the item for the emotional satisfaction it symbolizes, such as validation, security, or recognition.
It is crucial to underscore that this discussion isn’t an indictment against luxury. On the contrary, exquisite objects can enhance one’s life significantly. The challenge lies in maintaining control over consumption motivations and understanding the underlying desires driving them. Through mindful reflection, neuroscience shows it is possible to rewire habitual patterns.
Taking a moment to consider questions like, “What feeling do I seek from this purchase?” can create a vital space for confronting the emotional discomfort originally sought to be escaped. Shifting focus from avoidance to awareness provides a protective buffer against deeper addiction cycles and emotional distress. Embracing gratitude and self-reflection, such as routinely asking what one is thankful for or enjoying about the present moment, nurtures a shift from craving possessions to recognizing intrinsic self-worth.
(The writer is the founder and CEO of Paracelsus Recovery)
