The second ethical concern looks to the alleged benefits obtained through market exchanges. It is common to find economics textbooks assuming that consumers are benefited, almost by definition, whenever their preferences are satisfied in the market. But this assumption won't bear up under close scrutiny. There are many purchases that do not result in actual benefit. For example, impulse buying, and the many marketing techniques used to promote such con¬sumer behavior, cannot be justified by appeal to satisfying consumer interests. The ever-increasing number of individual bankruptcies suggests that consum¬ers cannot purchase happiness. Empirical studies provide evidence that sug¬gest that greater consumption can lead to unhappmess, a condition called by some "affluenza." So, if simple consumer satisfaction is not a conclusive mea¬sure of the benefits of market exchanges, one must always ask about the ends of marketing. What goods are attained by successfully marketing this product or service? How and in what ways are individuals and society benefited from the product?