That's the way capitalism works (it's an overrated system). You, the marketer, make the consumer think that they either can't live without or will be happier with whatever you're trying to sell. In the worst cases, marketers try to convince you that you AREN'T REALLY HAPPY and that their goods can fill a void YOU DIDN'T KNOW YOU HAD!! I HATE watching commercials on TV because of that. There have never been informative commercials. They're always trying to show people happier or more successful because they own things. I'm much more socialist anyway. Lots of people in the US would love to be socialist. When 90% of a country's wealth is being held by 3% of its population you have an unbalanced system.
American conspicuous consumption, retarded though it is, is what makes the US economy so strong and so conducive to innovation. If people were happy with what they already had, we'd have no need to improve anything. Just look at how much the home PC market has changed in the past 20 years; there's no way that would have been possible if people weren't constantly looking for something better. If it weren't for that American attitude, we'd all still be paying $2000 for desktops with a 1GB HDD. Mass-market laptops probably wouldn't exist.
Sure, some people get exploited, but no-one forces anyone to buy anything. If you're too stupid to see through advertising BS and thus get tricked into spending all your money on things that you don't really want, then you deserve to be a tool for making ambitious business and engineering ventures financially viable.