What Is The Hedonic Treadmill? The Hedonic Treadmill In A Nutshell

The hedonic treadmill was first described in a 1971 essay entitled Hedonic Relativism and Planning the Good Society. The authors described a tendency for people to keep a stable baseline level of happiness despite positive or negative external events. The hedonic treadmill, therefore, is a theory positing that people repeatedly return to a baseline level of happiness, irrespective of what happens to them.

Aspect	Explanation
Hedonic Treadmill	The Hedonic Treadmill, also known as the Hedonic Adaptation, is a psychological phenomenon that refers to the tendency of humans to return to a relatively stable level of happiness or baseline emotional state after experiencing positive or negative life events. It suggests that major life changes or windfalls do not permanently impact happiness.
Concept Origin	The concept of the Hedonic Treadmill is rooted in positive psychology and was popularized by psychologists Philip Brickman and Donald T. Campbell in the 1970s through their research on the lottery winners’ paradox and paraplegics’ adaptation to disability.
Key Principle	The central principle of the Hedonic Treadmill is that individuals often quickly adapt to changes in circumstances, whether positive or negative, and their subjective well-being tends to revert to a baseline level over time. This suggests that external factors have a temporary impact on happiness.
Examples	– Positive Life Events: Winning a lottery, getting a promotion, or buying a new car may initially boost happiness, but individuals tend to adapt, and the initial joy fades. – Negative Life Events: Conversely, experiencing a breakup or job loss can lead to initial unhappiness, which diminishes with time.
Implications	The Hedonic Treadmill concept has significant implications for the pursuit of happiness. It suggests that long-term happiness is less influenced by external circumstances and more by individual disposition, attitude, and habitual ways of thinking. People may overestimate the impact of material gains on their well-being.
Positive Psychology	The Hedonic Treadmill concept has prompted the development of positive psychology interventions and practices aimed at helping individuals sustain happiness over the long term. These include gratitude exercises, mindfulness, and focusing on intrinsic values rather than external achievements.
Critique	While the Hedonic Treadmill highlights the adaptability of human happiness, critics argue that it oversimplifies the complexity of human emotions and that individuals can make meaningful and lasting changes in their lives to improve well-being. The concept is also debated in the field of psychology.
Application	Understanding the Hedonic Treadmill can lead to more realistic expectations and decisions in life. It suggests that the pursuit of lasting happiness should involve efforts to change one’s mindset and focus on intangible and sustainable sources of well-being, such as relationships and personal growth.
Conclusion	The Hedonic Treadmill is a psychological concept that emphasizes the human tendency to adapt to both positive and negative life events, ultimately returning to a baseline level of happiness. It encourages individuals to seek happiness through internal factors and mindset changes rather than relying solely on external circumstances.

Table of Contents

Understanding the hedonic treadmill

However, the concept itself was alluded two almost 200 years earlier by philosopher and writer Jean-Jacques Rousseau.

In his 1754 Discourse on Inequality, he wrote: “Since these conveniences by becoming habitual had almost entirely ceased to be enjoyable, and at the same time degenerated into true needs, it became much more cruel to be deprived of them than to possess them was sweet, and men were unhappy to lose them without being happy to possess them.”

No one can escape the hedonic treadmill because it impacts nearly every aspect of life.

One person may dream of buying a house or starting a new career and fantasize about the happiness these events will bring.

However, when these dreams become a reality, the happiness is neither as sustained nor as intense as they envisioned.

Note that the baseline level of happiness varies from person to person. While most people are happy most of the time, some individuals will default to a more neutral or negative baseline.

Real-world examples of the hedonic treadmill

The hedonic treadmill is most often associated with high impact positive and negative events, including:

Winning the lottery – winning a large sum of money is a happy experience initially, but the individual tends to revert to their previous baseline after the novelty wears off. Some lottery winners may find their happiness decrease because of the way money changes their relationships with family and friends.
Becoming an amputee – those who lose a limb in an accident or for some other reason experience a tremendous amount of physical and emotional pain. Though they are left with a permanent disability, most return to their previous happiness level.
Finding a new partner – many attribute falling in love to be one of the most enjoyable experiences in life. However, two people in a relationship quickly become habituated to each other and may experience negative emotions as a result.

The hedonic treadmill in marketing

The hedonic treadmill is one of the main reasons a brand has to deliver new and different versions of its core message to maintain customer engagement over time.

For instance, American insurer Allstate launched a series of advertising campaigns where the company mascot, Mr. Mayhem, portrayed several different disasters that might require the target audience to make an insurance claim.

Each disaster comprised a single episode, with each episode designed to provide a new, unexpected, and novel way of communicating Allstate’s brand message.

The hedonic treadmill also impacts product development. After the initial success of Angry Birds began to wane, game developers had to diversify and start releasing subsequent versions to secure the attention of the target audience.

Stuffed toys and other physical merchandise were also sold to maintain some degree of novelty in the brand.

Hedonic treadmill examples

Some more hedonic treadmill examples are listed in this section.

Gadgets

Gadgets such as the iPhone are subject to the hedonic treadmill perhaps more than any other product in the twenty-first century.

According to Rob Hudson, chief digital officer at Y&R Group, the average turnover on a new smartphone is just eight months.

Hudson reasoned that smartphones never make people truly happy and most are stuck in a perpetual cycle of buying one and then, almost immediately, looking toward the next model update.

The hedonic treadmill’s impact on smartphones can be seen in the way they were first received compared to now.

Reviews of the early iPhones were mostly poor, but as Apple ironed out kinks and other usability issues, consumers were enraptured with a new piece of technology that could do anything a PC could.

Unlike a PC, however, iPhones could be carried in one’s pocket and many camped at Apple Stores overnight to be the first to get their hands on one.

Fast forward to today and the iPhone has undergone at least 13 model updates (more if you count S models and the like).

The product itself is even more feature rich and technologically advanced than its predecessors, but the sheen has very much worn off.

Now, consumers post reviews that admonish Apple for removing the home button or incorporating a 10-megapixel camera when it really should have been 12 megapixels.

Others are locked in battles that pit Apple against Samsung or Sony which are as perpetual as the hedonic treadmill itself.

Car ownership

In a study that was accepted into the Journal of Economic Psychology in 2017, researchers Johannes Emmerling and Salmai Qari found that car owners experienced “a significant and sizeable decrease in individual happiness in the years after a car purchase.”

After surveying British households over an 18-year period between 1991 and 2009, the pair found that five years after the purchase of a new car, happiness decreased by around 33% due to the hedonic treadmill.

They also found there was an 80% chance of the study participants exhibiting habits that would contribute to the effect – presumably, in this case, a habit involving the purchase of a new vehicle.

In 2017, luxury automakers such as BMW, Range Rover, and Mercedes-Benz admitted that they had too many models after running out of niches to exploit or new markets to enter.

Some models were even hybridized versions of two different markets like the Range Rover Evoque SUV that was re-released as a convertible.

Despite claims the manufacturers would be culling less popular models, Mercedes-Benz was then featured in a subsequent 2020 article over criticism of its product line-up.

In the Australian market alone, the company offered ten different passenger car models, five van models, and seven SUV models which would be also supplemented with 2 additional EV markets in the near future.

While the expansion of the SUV range enabled Mercedes to cater to the growing popularity of these vehicles, other products such as the S-Class coupe and X-Class utility vehicle were retired due to low sales volume.

Might the development of new car models for the sake of it be driven by the hedonic treadmill and the ceaseless demand from consumers for a new set of wheels?

Hedonic treadmill vs. happiness set point

The concept of a hedonic treadmill or hedonic adaptation is connected to the so-called happiness set point.

In short, the happiness set point theory describes the initial level of happiness that each of us has.

The happiness setpoint, of course, will depend from individual to individual.

The happiness setpoint can be partly due to genetics; in part, it depends on how we respond and reframe our behavior in the context we live in.

In short, while genetics does play a role, we can train ourselves to frame external things that happen in the environment as good or bad.

In other words, those who have mastered the ability to reframe things as “obstacles to overcome” instead of just “bad things” for which you can’t do anything also change how to respond to them.

Regarding happiness set level, it’s critical to set your expectations properly.

If you think that anything is due, that the real world must be good, and that you mostly got to live a comfortable life, then your expectations are too high.

And anything bad, happening to you will be framed as a catastrophe.

Instead, if you do accept the fact that the real world doesn’t necessarily owe you anything.

Bad things happen, and you can decide how to respond to them. Then, suddenly, it also changes your perspective.

Making your happiness set point higher but also more stable over time. You might want to understand the difference between what you can control and what you can’t.

You might want to adopt a piece-of-mind approach for things out of your control. Where pretty much accept that you can’t control what happens to you, but you can control how you perceive it.

And for things you can control, that is where your focus will be. You will need to work as hard as possible to shape the world around you according to your vision.

In this manner, you will be able to build a proper context where you can build the best version of yourself.

Additional Case Studies

Example	Description	Implications
Salary Increases	A person receives a substantial salary increase, leading to increased satisfaction. Over time, they adapt to the higher income, and the initial boost in happiness diminishes.	– Understanding the Hedonic Treadmill can help individuals set realistic expectations about the long-term impact of financial gains and focus on other sources of well-being.
Material Possessions	Someone buys a new car, which initially brings excitement and joy. However, as time passes, the novelty wears off, and the car becomes just another possession.	– Recognizing the Hedonic Treadmill can encourage mindful consumption and a focus on experiences and relationships, which often provide more lasting happiness.
Relationships	A couple experiences the honeymoon phase at the beginning of their relationship, marked by intense happiness. As time goes on, the initial excitement decreases, and they adapt to their partner’s presence.	– Acknowledging the Hedonic Treadmill can lead to more realistic expectations in relationships and a focus on nurturing love and connection beyond the initial euphoria.
Promotions	An employee receives a promotion at work, which initially boosts their job satisfaction. Over time, they become accustomed to the new responsibilities, and the happiness effect diminishes.	– Understanding the Hedonic Treadmill can help individuals find intrinsic motivation and job satisfaction beyond external rewards.
Luxury Vacations	Taking an extravagant vacation can bring immense joy during the trip. However, upon returning home, the memory of the vacation may fade, and the person returns to their baseline level of happiness.	– Recognizing the Hedonic Treadmill can lead to a greater appreciation of everyday experiences and a focus on creating lasting memories.
New Gadgets	Purchasing the latest smartphone or gadget can be exciting at first, but the thrill diminishes as the technology becomes commonplace.	– Being aware of the Hedonic Treadmill can encourage responsible and mindful use of technology, reducing the constant desire for the latest gadgets.
Weight Loss Achievements	Losing weight and achieving a desired body shape can lead to happiness. However, as the new weight becomes the norm, the initial joy may dissipate.	– Understanding the Hedonic Treadmill can help individuals maintain a healthy lifestyle and focus on well-being beyond physical appearance.
Home Renovations	Renovating a home can bring satisfaction, but people often adapt to the changes and no longer experience the same level of happiness associated with the improvements.	– Recognizing the Hedonic Treadmill can lead to more considered home improvement decisions and a focus on enjoying the living space as it is.
Educational Achievements	Earning a degree or achieving an educational milestone can be a source of pride and happiness. Over time, the individual may adapt to their new level of knowledge and the associated happiness may wane.	– Being aware of the Hedonic Treadmill can encourage lifelong learning and curiosity beyond formal education.
Health Improvements	Recovering from an illness or achieving improved health can lead to happiness. However, people often adapt to their new health status and return to a stable level of well-being.	– Understanding the Hedonic Treadmill can motivate individuals to maintain a healthy lifestyle and prioritize health as an ongoing goal.

Key takeaways:

The hedonic treadmill is a theory positing that people repeatedly return to a baseline level of happiness, irrespective of what happens to them.
The hedonic treadmill is most associated with high impact positive and negative events such as winning the lottery, becoming an amputee, or entering into a new relationship.
In business, the hedonic treadmill encourages businesses to develop new and different versions of their core brand message to keep customers engaged.

Key Highlights

Introduction to the Hedonic Treadmill:
- The hedonic treadmill theory posits that individuals tend to maintain a stable baseline level of happiness regardless of external events.
- Coined in a 1971 essay, the concept was alluded to by philosopher Jean-Jacques Rousseau in the 18th century.
Real-World Examples of the Hedonic Treadmill:
- Winning the Lottery: Initially elated, lottery winners tend to return to their baseline happiness level after the novelty wears off, and some may even experience decreased happiness due to changes in relationships.
- Becoming an Amputee: Despite the initial emotional and physical pain, most amputees eventually return to their previous level of happiness.
- Finding a New Partner: Falling in love is a joyful experience, but over time, the happiness levels tend to stabilize as the relationship becomes a habitual part of life.
The Hedonic Treadmill’s Impact in Everyday Life:
- Individual Variation: While most people maintain a stable baseline level of happiness, some individuals default to a more neutral or negative baseline.
- Marketing: Businesses must continuously develop new and different brand messages and product versions to maintain customer engagement over time.
Examples of the Hedonic Treadmill in Marketing:
- Allstate’s Advertising Campaigns: The insurance company employs various unexpected scenarios featuring “Mr. Mayhem” to communicate its brand message in novel ways.
- Smartphone Industry: Constantly releasing new models with additional features to keep consumers engaged and prevent them from reverting to their previous level of excitement.
Car Ownership and the Hedonic Treadmill:
- Decreased Happiness Post-Purchase: A study found that individuals experience a significant decrease in happiness five years after buying a new car due to habituation.
- Luxury Automakers’ Dilemma: Car manufacturers create new models or hybrids to cater to consumer demands for novelty, leading to an array of car options in the market.
The Hedonic Treadmill vs. Happiness Set Point:
- The Happiness Set Point: Individuals have an initial level of happiness influenced by genetics and environmental factors.
- Setting Proper Expectations: Accepting that the world doesn’t necessarily owe anything and reframing responses to external events can elevate the happiness set point.

Related Framework	Description	When to Apply
Hedonic Treadmill	The Hedonic Treadmill, also known as hedonic adaptation, refers to the tendency of humans to return to a relatively stable level of happiness or subjective well-being despite experiencing major positive or negative life events or changes. According to this concept, individuals may temporarily experience a boost or decline in happiness due to life events such as winning the lottery or facing adversity, but they often adapt to these changes over time and revert to their baseline level of happiness. The Hedonic Treadmill suggests that people have a natural resilience to both positive and negative changes in their circumstances, which can influence their overall life satisfaction and subjective well-being.	When studying human behavior, psychology, or well-being, applying the Hedonic Treadmill concept to understand how individuals adapt to changes in their circumstances and maintain a relatively stable level of happiness over time, thus highlighting the importance of factors such as resilience, adaptation, and subjective perception in shaping overall life satisfaction and well-being.
Adaptation Level Theory	Adaptation Level Theory proposes that individuals evaluate their current circumstances and experiences based on a reference point determined by their past experiences and expectations. According to this theory, people adapt to new situations and experiences over time, which can influence their perceptions and judgments. Positive events may initially increase happiness, but individuals may adapt to these changes and return to their baseline level of happiness. Conversely, negative events may initially decrease happiness, but individuals may adapt and recover over time. Adaptation Level Theory suggests that people continuously adjust their expectations and perceptions based on their past experiences, which can impact their overall well-being and satisfaction with life.	When examining human perception, judgment, and decision-making, applying Adaptation Level Theory to understand how individuals adapt to new experiences and circumstances, thus influencing their perceptions, judgments, and overall well-being.
Set Point Theory	Set Point Theory posits that individuals have a genetically determined baseline level of happiness or subjective well-being, which serves as a reference point for their overall life satisfaction. According to this theory, people may experience temporary fluctuations in happiness due to life events or circumstances, but they generally return to their set point over time. Set Point Theory suggests that while external factors such as winning the lottery or experiencing adversity may impact short-term happiness, they have limited long-term effects on an individual’s overall well-being. The concept of a set point implies that each person has a predetermined level of happiness that is relatively stable and difficult to permanently change.	When exploring the determinants of happiness and subjective well-being, applying Set Point Theory to understand how genetic factors and individual differences influence baseline levels of happiness, thus highlighting the relative stability of subjective well-being over time.
Positive Psychology	Positive Psychology is a branch of psychology that focuses on the study of human strengths, virtues, and optimal functioning to promote well-being and fulfillment. Unlike traditional psychology, which often emphasizes pathology and dysfunction, Positive Psychology seeks to understand and cultivate positive emotions, character strengths, and meaningful experiences. It explores factors such as happiness, resilience, gratitude, and purpose in life to enhance individual and collective flourishing. Positive Psychology interventions aim to foster positive emotions, enhance psychological resilience, and promote overall well-being through practices such as gratitude journaling, mindfulness meditation, and strengths-based coaching.	When promoting psychological well-being and resilience, applying Positive Psychology principles and interventions to cultivate positive emotions, foster strengths, and enhance overall life satisfaction and fulfillment.
Self-Determination Theory	Self-Determination Theory (SDT) is a motivational theory that focuses on the inherent psychological needs for autonomy, competence, and relatedness as key drivers of human behavior and well-being. According to SDT, individuals are motivated to pursue activities that satisfy these fundamental needs, leading to greater intrinsic motivation, engagement, and well-being. Autonomy refers to the need for self-direction and choice, competence involves feeling effective and capable in one’s actions, and relatedness pertains to the desire for meaningful connections and relationships with others. SDT emphasizes the importance of supporting individuals’ autonomy, competence, and relatedness to promote motivation, well-being, and optimal functioning in various domains of life.	When understanding motivation, engagement, and well-being, applying Self-Determination Theory to recognize the importance of autonomy, competence, and relatedness as fundamental psychological needs that drive human behavior and satisfaction.
Subjective Well-Being	Subjective Well-Being (SWB) refers to individuals’ self-reported evaluations of their overall life satisfaction and happiness. It encompasses cognitive evaluations of life domains such as work, relationships, and health, as well as affective experiences of positive emotions and negative emotions. SWB is influenced by various factors, including genetic predispositions, personality traits, social relationships, and life circumstances. Research on SWB examines how individuals’ subjective evaluations of their lives relate to objective indicators of well-being and explores factors that contribute to overall life satisfaction and happiness. Understanding subjective well-being provides insights into what makes life meaningful and fulfilling for individuals and informs efforts to enhance quality of life and well-being at personal, societal, and policy levels.	When assessing individuals’ overall life satisfaction and happiness, applying the concept of Subjective Well-Being to understand the factors that contribute to subjective evaluations of life satisfaction and happiness, thus informing interventions and policies aimed at promoting well-being and improving quality of life.
Psychological Resilience	Psychological Resilience refers to the ability to adapt and bounce back from adversity, trauma, or significant stressors. It involves coping effectively with challenges, maintaining a sense of purpose and optimism, and recovering from setbacks or traumatic experiences. Resilience is influenced by various factors, including individual traits such as optimism, self-efficacy, and social support networks, as well as external resources and coping strategies. Research on resilience explores how individuals develop resilience, the protective factors that enhance resilience, and interventions to promote resilience in the face of adversity. Building psychological resilience is essential for maintaining well-being and navigating life’s challenges effectively.	When addressing adversity, trauma, or significant stressors, applying the concept of Psychological Resilience to understand how individuals cope with challenges, maintain well-being, and bounce back from setbacks, thus informing interventions and support strategies aimed at promoting resilience and enhancing individuals’ ability to thrive in the face of adversity.
Flow State	Flow State, also known as being “in the zone,” refers to a state of optimal experience characterized by intense focus, deep engagement, and a sense of effortless concentration. It occurs when individuals are fully immersed in an activity, experiencing a perfect balance between their skills and the challenges of the task at hand. Flow State is associated with feelings of enjoyment, timelessness, and complete absorption in the present moment. Research on flow explores the conditions and factors that facilitate this state of optimal experience and its benefits for performance, creativity, and well-being. Cultivating flow experiences can enhance productivity, creativity, and overall enjoyment of activities in various domains of life.	When seeking peak performance, creativity, and well-being, applying the concept of Flow State to understand the conditions that foster intense focus, deep engagement, and optimal experience, thus facilitating productivity, creativity, and enjoyment in various activities and endeavors.
Cognitive Appraisal Theory	Cognitive Appraisal Theory proposes that individuals’ emotional responses to situations are influenced by their cognitive evaluations or appraisals of those situations. According to this theory, people engage in primary appraisal, where they evaluate the significance of a situation for their well-being, and secondary appraisal, where they assess their ability to cope with or manage the situation. These cognitive appraisals shape emotional responses such as fear, anger, or joy. Cognitive Appraisal Theory suggests that individuals’ interpretations and evaluations of events play a crucial role in determining their emotional reactions and coping strategies. Understanding cognitive appraisals provides insights into how people regulate their emotions and adapt to various situations.	When examining emotional responses and coping strategies, applying Cognitive Appraisal Theory to understand how individuals’ cognitive evaluations of situations influence their emotional reactions and coping strategies, thus informing interventions and support strategies aimed at promoting adaptive coping and emotional well-being.
Transactional Model of Stress and Coping	The Transactional Model of Stress and Coping proposes that stress is a dynamic process involving interactions between individuals and their environments. According to this model, stress arises from appraisals of environmental demands (stressors) and individuals’ perceptions of their resources and abilities to cope with those demands. Coping strategies, such as problem-focused coping or emotion-focused coping, mediate the relationship between stressors and outcomes such as psychological well-being. The Transactional Model emphasizes the importance of cognitive appraisals, coping strategies, and social support in shaping individuals’ responses to stressors and their ability to adapt and cope effectively. Understanding the transactional nature of stress and coping provides insights into how people navigate stressful situations and maintain well-being in the face of adversity.	When addressing stress and coping, applying the Transactional Model of Stress and Coping to understand the dynamic interactions between individuals and their environments, thus informing interventions and support strategies aimed at promoting effective coping, resilience, and psychological well-being in response to stressors and challenges.