Various approaches to consumption, the ego, and wellbeing are compared. It has turned out from three independent studies that consumerism is associated with high self-esteem, especially among mature people (40-50 years old) and adolescents, and the implementation of the use of the promotional style enhances the acceptance of egotist consumption. The recent study has shown, however, that following the start of the concept of egotist consumption, the mood decreases. The interpretation of the results is similar to the interpretations contained in Tetlock’s and others’ theory (2000) and leads to the assumption that mood could indicate the way towards „good” consumption.