We are all unique individuals, telling ourselves that we are like nobody else. With the theory of existentialism by Jean-Paul Sartre comes the thought of individuality; we are not the same people.
By Team Savant
Image: courtney coles
Yet, neuroscience claims that there is no uniqueness. Our desires and needs are the same, no matter how much we try to distinguish ourselves from the crowd. Social scientists, Jonah Berger and Baba Shiv, explore the drive for distinctiveness and reveal that, surprisingly, our essential desires are intertwined. An experiment shows that people thinking about sex, for instance, are more likely to buy distinctive cars. We all instinctively associate an expensive, red city car with a sex appeal boost. Yet, Berger and Shiv discover that a sweet treat can reduce the desire triggered by arousing images, not only the arousal disappear but also the need to be unique. What does this teach us? Berger and Shiv argue that the need to be unique is merely a response to other deep psychological triggers, such as sex among others.
In a world where there is no real uniqueness, this begs one question: If you could afford anything, how would you quench your thirst for distinctiveness? Human nature shows that we all want the same things. That’s why people who win the lottery and can fulfil their dreams of uniqueness tend to invest in the same things.
A Home, Sweet Home
They want a roof about their heads. A lottery winner will be more likely to reach out to custom home builders or luxury realtors to find their dream home. Yet the need to become a homeowner is nothing new nor unique. The only difference between the average homeowner and the jackpot homeowner is how much they can afford to spend on the property to make it fit their tastes and aspirations. There’s a sense of comfort and safety in owning the roof above your head, and that is true for all of us.
A Taste Of Entrepreneurship
The dream of the self-made individual who runs a successful empire is something most people aspire to. Starting a business ticks all our boxes. It gives us the independence we crave. It’s an opportunity to earn money for ourselves. It’s a chance to make life a success. It makes no doubt that finding a winning business idea can be tough. Launching your own venture is a gamble that comes at a high cost. Being able to effortlessly throw money at your business without worrying about consequences removes the anxiety of entrepreneurship. You can be successful without any of the compromises or challenges.
A New Me
We all want to be the best version of ourselves. However, the quest for a better me doesn’t come without fees. Whether you want health or beauty, the accrued costs of professional support and services can be overwhelming. But what if you could pay to feel good in your skin? Loving the person in the mirror is no easy task. But money can help to make that person happy. Whether we achieve happiness for ourselves or for the sake of our reflection is another question.
There is no such thing as uniqueness. People share common desires and needs. However, perhaps our lack of uniqueness is precisely what brings us together. In the meantime, we can’t help but dream to win the lottery to fulfil these ordinary dreams of ours.