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We All Want Just 10 Percent More Income

How much would it take for us to have enough money? Remarkably, studies show that most people, regardless of income, answer the question the same way: We need about 10% more to feel comfortable. Ten percent will make a difference, and whether we earn $30,000 per year or $60,000 or $250,000 or a cool million, just 10% more is what we want.

When people are asked the same question over time, Loyola Marymount University Professor Christopher Kaczor reports "when they do get that 10%, which typically happens over the course of a few years, they want just another 10%, and so on, ad infinitum." This reality prompted British psychoanalyst Joan Riviere to make the following observation: "by its very nature [greed] is endless and never assuaged; and by being a form of the impulse to live, it ceases only with death."

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