I played competitive cricket on Saturdays with about six guys from school (a fairly middle-of-the-road private school). The other seven came from a neighboring private school, and these fellas were completely loaded. The coach's son, Josh, was used to getting whatever he wanted.
Our young minds buy into this cultural message, and they decide, This must be very important. I'll remember this. So they invite in a new voice that repeatedly declares: If you want to be valuable, you'll need to buy many things.