Who benefits most when you adopt the belief that you need to dress a certain way to feel fashionable or drive a certain car to feel cool? Cons: First of all, recognize that there are people and corporations with a strong vested interest in conditioning you to maintain the (false) belief that you need some kind of external validation to feel a certain way. Marketers spend billions of dollars each year to convince you that you need to drink their soda, eat their food, wear their clothing, drive their cars, and shop at their stores to feel happy, cool, fashionable, popular, confident, successful, etc.