Man is a creature capable of thinking, feeling and learning, which is why he has always managed to improve his life by innovating and experimenting with something new. In this way, prosperous societies were created. Their distinctive side is not only their monetary but also spiritual wealth. Values, or in other words, usefulness or importance, can be both: tangible and intangible and people from wealthy societies can easily investigate both, although in some cases they may be mistakes. This short essay aims to explain why these values ​​are intangible in nature in a prosperous society and to paint a clear picture of what can go wrong if you fail to manage them in the right order. To begin with, based on Maslow's hierarchy of needs (Kotler & Keller, 2012), it can be argued that the lower levels of the pyramid are more tangible values. As the theory states (Kotler & Keller, 2012), when a human being meets his basic needs, which include food, shelter, clothing, etc., he moves to the higher levels of the pyramid. Therefore, individuals living in a prosperous society, compared to a poor society, have a different perception of value, or in other words, value itself has an intangible nature. These include needs such as security, love, and self-fulfillment. So, continuing with the same idea, it can be said that the values ​​in a healthy and wealthy society are indeed mostly of intangible origin. On the other hand, the definition and perception of value can be easily misinterpreted in a thriving society and is mainly due to distorted impression of a “good” life due to the constant increase in purchasing power (“World Bank” , n.d.). This inevitable phenomenon has transformed prosperous societies into consumerist societies, where nature demi… the hierarchy of needs as our standard of living increases. Of course, the increase in purchasing power can also lead to a misinterpretation of true needs, because this can always make one blind, which can certainly damage overall satisfaction and mood in the long term. References Burau Of Labor Statistics. (2013 m. September 130 d.). Economic press release. Bureau of Labor Statistics: http://www.bls.gov/news.release/cesan.nr0.htmKotler, P., & Keller, K. L. (2012). A framework for marketing management (T. 21). Essex: Pearson Education.Rojek, C. (2004 m. 26 October). The consumerist syndrome in contemporary society. Journal of Consumer Culture, 291-312.World Bank. (SD). GNI per capita. World Bank: http://data.worldbank.org/indicator/NY.GNP.PCAP.PP.CD