Consumerism in marketing refers to the idea that increasing the consumption of goods and services purchased in the market is always a desirable goal, and that a persons well-being and happiness depend fundamentally on obtaining consumer goods and material possessions. In a capitalist economy, consumer spending is the key driver of the economy, and encouraging consumers to spend is a major policy goal. Brands create demand for their products through manipulative advertising, thereby compelling and convincing consumers to purchase those items. However, consumerism is not universally viewed as a positive phenomenon. Psychologists and sociologists see negative effects of rampant consumerism ranging from individual anxiety to environmental degradation and negative psychological effects. In common use, consumerism refers to the tendency of people living in a capitalist economy to engage in a lifestyle of excessive materialism that revolves around reflexive, wasteful, or conspicuous overconsumption. Consumerism is a consumer ideology of Western society, which revolves around a social and economic structure in which customers are encouraged to buy anything, regardless of whether they need it or not.