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The release of the first iPhone changed mobile marketing strategies in North America, companies followed suit in the wake of Apple’s success, promoting sleeker and more feature laden devices with each passing month. Cell phones manufactures, for all practical purposes, have begun the race to dominate the wireless industry the way Victorinox reigned over the utility knife market with their Swiss Army Knife. With the imminent release of the newer iPhone, consumers have already lined up in anticipation of getting their hands on Apple’s latest product, which includes 3G technology as well as GPS functions. Yet, despite lengthy contracts and excessive billing options in many countries, the iPhone is still predicted to sell extremely well everywhere. Perhaps the urge to conform compels many to acquire the latest, trendiest hardware, creating an artificial value of self worth based on what one owns, a probable cause for depression.

Depression itself is term that covers a wide array of issues, and there are currently a number of known forms of depression. According to the National Institute of Mental Health, depression can be caused by many factors, including: genetic, biochemical, environmental and psychological variants. Although direct correlation between between materialism and depression cannot be established, studies do strongly suggest a linkage between the two. Shaun Saunders, an Australian psychologist and author, hypothesized that depression and materialism share a reciprocal psychological relationship, and excessive materialism suggests lower satisfaction in one’s life. In his study, Saunders theorized that materialism leads to depression since product acquisitions tend deflate in worth shortly after purchase. For example, the original iPhone was launched with initial prices of $499(4GB) and $599(8GB), less than 3 months later, the price of the 8GB model was reduced to $399, and the 4GB model was discontinued. In two days, the new iPhone with more features will be released with a price of $199 for the 8GB version, and $299 for the 16GB version, significantly cheaper after only about a year. For those who have inflated their self worth based on purchases, the loss of value due to uncontrollable factors and circumstances could produce devastating psychological conditions, such as depression or anxiety disorders.

John Abela, a psychology professor at McGill University, conducted a research covering Shanghai regarding depression and materialism. According to the study, the economical boom in China allowed many citizens to pursue consumer products, as the materialism mindset become ingrained in the youth, a corresponding rise in depression has also been established. Abela stated “Materialists have a fragile sense of self because their worth depends on attaining external things. The quality of their interpersonal relationships suffers and they feel more stress while pursuing extrinsic goals,”. When this fragile sense of self worth decreases, one may experience symptoms of depression such as lower self worth, or loss of control. In turn, the person may also chose to make further purchases in an attempt to stabilize their perception of worthiness.

The effects of depression has been well studied, in the cases of major depression, the effects can very well be measured in terms of months. Dr. Allison Conner, a psychologist, describes major depressions as causing extreme disturbances in one’s life, affected aspects includes: sleeping patterns, eating behavior, interpersonal relationships, among other aspects. In the severest of cases, loss of life may occur as a means of escaping from the problems. While medications labeled as selective serotonin reuptake inhibitors have shown effectiveness in combating depression, the fact remains that these drugs do not treat depression at the core, but serves as an instrument to alleviate the symptoms of depression. Additionally, the FDA stated that usage of SSRI by children and adolescents significantly increases the chances of suicides, a health risk for a significant group indulging materialism and battling depression. An alternative to medication is cognitive-behavioral-therapy(CBT). Unlike medications, a psychologist or therapist trained in CBT can help a patient deal with the underlying causes of their depression, without the side-effects that SSRIs present, and instilling a state of well-being even after treatment.

So, the next time you plan on making a purchase, ask yourself if you actually need the product, or merely just want it because its hip. Major brands often offer products that many other companies produce in a similar fashion, frequently for cheaper, and better. Most importantly, don’t let what you own be the judgment of your worth, and seek help if you constantly find yourself needing to buy the next trendsetter.

Visit New York Psychologist for more information regarding depression and treatment options.