Cognitive biases & decision-making · law 080
Hedonic Treadmill
Also known as: Hedonic adaptation
By Shivam Bhandari · Reviewed 31 October 2026 · How we write
what it means
People quickly adapt to improvements in their lives, so happiness tends to return to a baseline after gains or losses.
How Hedonic Treadmill works
A new car, a raise, or a bigger office feels great — for a while. Then it becomes normal. Customers adapt to product features the same way.
For businesses, this means delight fades: what wowed customers last year is expected this year. It also explains why money alone rarely keeps employees happy for long.
where it comes from
Psychologists Philip Brickman and Donald Campbell coined the term in 1971. A 1978 study by Brickman, Dan Coates, and Ronnie Janoff-Bulman found lottery winners were not much happier than others a while later.
Hedonic Treadmill examples in business
Product features
Free delivery was once a delight; now customers expect it.
Salaries
A raise boosts morale briefly, then becomes the new baseline.
Service
Hotels must keep finding new touches because guests adapt to old ones.
How to apply it
- 1Keep refreshing customer experience; yesterday's delight is today's baseline.
- 2Mix pay with meaningful recognition, growth, and purpose for staff.
- 3Introduce small surprises rather than one big upgrade.
- 4Remember your own adaptation when making lifestyle and business spending decisions.
common misreading
Improvements still matter — they just need to be renewed and combined with things people adapt to more slowly.
ask yourself
What do your customers now take for granted that once delighted them?
Frequently asked questions
What is Hedonic Treadmill?
People quickly adapt to improvements in their lives, so happiness tends to return to a baseline after gains or losses. A new car, a raise, or a bigger office feels great — for a while. Then it becomes normal. Customers adapt to product features the same way.
Who came up with Hedonic Treadmill?
Psychologists Philip Brickman and Donald Campbell coined the term in 1971. A 1978 study by Brickman, Dan Coates, and Ronnie Janoff-Bulman found lottery winners were not much happier than others a while later.
How do you apply Hedonic Treadmill in business?
1. Keep refreshing customer experience; yesterday's delight is today's baseline. 2. Mix pay with meaningful recognition, growth, and purpose for staff. 3. Introduce small surprises rather than one big upgrade. 4. Remember your own adaptation when making lifestyle and business spending decisions.
What is a common misunderstanding of Hedonic Treadmill?
Improvements still matter — they just need to be renewed and combined with things people adapt to more slowly.