Our brains are programmed to keep wanting more - even if it leads to unhappiness, study shows

From shoes to clothes, vinyl records and the latest smartphone, humans have a seemingly insatiable desire for the latest products. Now, researchers have used computer models to try and explain why we constantly crave more and more material things – even when they make us feel miserable. According to the findings, we pursue more rewards when we become'habituated' to a higher standard of living and compare ourselves to various standards. Do you crave more and more stuff even though it's making you miserable? Even in favorable circumstances, humans often find it hard to remain happy with what they've got.