# Behaviour

* [Diderot effect](https://en.wikipedia.org/wiki/Diderot_effect) - end up upgrading your entire living room just because you upgraded your TV
* [Hedonic treadmill](https://en.wikipedia.org/wiki/Hedonic_treadmill) - When we achieve something and feel happy, we quickly adapt, and lose that happiness — we then try to achieve something else, and the cycle repeats, creating hedonic treadmill.