the economy of happiness

Isn’t it just a vicious circle to pursuit happiness? Could we compare modern definition of happiness with modern consumerism?
When we consume happiness as products - looking for more to fulfill our expectations, we are automatically changing this happiness into our standards which don't make us happy anymore.
Is it about lowering expectations or infinite struggle for being happy? Or maybe analitical approach to “happines” is just as inefficient as scientific approach to religion and vice versa?

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