People buy heavy SUV when compact car would do, "dress for the job you want", "temporarily embarrassed millionaires", nationalistic fervor for your country getting more territory when even with the current one you don't know what to do, and so forth... Humans are an aspirational animal, and it is pretty easy to sell into that aspiration be it a ticket to Moon or a nice looking on the model jacket :)

To the commenter below:

Exactly. The societies where aspirations have been dampened or completely suppressed have been collectivistic and/or totalitaristic - USSR, North Korea, etc. - ie. where individual will is totally suppressed.