"People vary in their susceptibility to advertising and marketing techniques. Some are so susceptible that, even if they make a great deal of money, they cannot satisfy their constant craving for the the shiny new toys that the marketing industry dangles before their eyes. So they always feel hard-pressed financially even if their income is large, and their cravings are frustrated. Some people have low susceptibility to advertising and marketing techniques. These are the people who aren’t interested in money. Material acquisition does not serve their need for the power process. People who have medium susceptibility to advertising and marketing techniques are able to earn enough money to satisfy their craving for goods and services, but only at the cost of serious effort (putting in overtime, taking a second job, earning promotions, etc.). Thus material acquisition serves their need for the power process. But it does not necessarily follow that their need is fully satisfied."