Broad pronouncement of the week: We are entitled brats.

For immediate proof, turn on the television and locate a reality show. The "Real Housewives of Orange County" and their real children are halfway through a marathon of placating and whining. "The Hills" and "Newport Harbor" are stocked with people who expect a disproportionate amount of respect, lest they erupt in a raging meltdown.

We watch these shows in horror, with a judgmental eye, but how different are we? In real life, we want what we want and we want it now. No delay. No aggravation. No hassle, pain-free, our way, right away. We're a highly technical society in a land of plenty. We place a premium on efficiency and convenience. Tiny annoyances and inconveniences foul our moods and affect our behaviors. Why? And how can we get past these trivialities?

Consider this paradox: Things are becoming more instantaneous in an era when delays are rampant and increasing. There are faster flights and cars, but more people in airplanes and on the roads.

What has happened, even though companies are improving service, is that "customer expectations are continuing to rise," says Roger Nunley, managing director of the Customer Care Institute in Atlanta. This can be attributed to "consumers doing business online, where they get instant gratification and quick turnarounds. That's quickly becoming the standard expectation."

Change in expectations is a generational thing, experts say. People who grew up during the Great Depression were happy to have a job and stuck with one for a lifetime. Many members of generations X and Y were raised in a different light. They expect a buffet of opportunities and are peeved when they don't materialize.

Narcissism and entitlement among college students have increased steadily since 1979, according to a study to be published this year in the Journal of Personality. Between that year and 2006, 16,000 college students were asked to pick between such paired statements as "I expect a great deal from other people" and "I like to do things for other people," and "I will never be satisfied until I get all that I deserve" and "I will take my satisfactions as they come."

The data are clear: The ascent of narcissism and entitlement is dramatic.

"What we really have is a culture that has increasingly emphasized feeling good about yourself and favoring the individual over the group," says the study's co-author, Jean Twenge, a psychology professor at San Diego State University. "And that has happened across the board, culturally, and it's showing no signs of slowing down."

To complement her research, Twenge offers evidence from the field: "I have a 14-month-old daughter, and the clothing available to her has 'little princess,' or 'I'm the boss,' or 'spoiled rotten' written on it. This is what we're dressing our babies in."

Schools have programs designed to boost self-esteem. We're inundated with the notions of "feeling special," "believing in yourself" and "be anything you want to be." Twenge ponders all these messages in her book "Generation Me: Why Today's Young Americans Are More Confident, Assertive, Entitled — and More Miserable Than Ever Before" (Free Press, 2006). Twenge also coins the term "iGeneration" ("i" as in both iPod and "me, me, me"), which includes those born from roughly 1981 to 1999.

This goes beyond social conditioning and technology, though. Entitlement is part of human narcissism. When something goes wrong for others, it's their fault. When something goes wrong for us, we blame external forces.

This projection often antagonizes a situation. Feeling entitled to something you aren't getting leads to frustration, which leads to bratty behavior and confrontation. Nearly 80 percent of Americans say rudeness — particularly behind the wheel, on cell phones and in customer service — should be regarded as a serious national problem, according to a study by the opinion research firm Public Agenda.

An airport is a petri dish for rude behavior. "You have people screaming at customer representatives at airports because it's snowing out — as if they're entitled to have a sunny day," says professor Keith Campbell, who specializes in the study of narcissism at the University of Georgia. "Yeah, there are certain times where we're entitled and other times we're not. The problem is when we have that meter wrong."

All this is tied to the feeling of not being satisfied, of thinking that some force is blocking the way to a goal we think we deserve.

"The question is, 'What the heck is enough?' " says writer and psychologist Carl Pickhardt, who specializes in parenting and child development in his private practice in Austin. "I see that all the time. A couple comes in for marriage counseling, and they ask me, 'Are we happy enough?' ... We are a dissatisfaction market society. Advertising constantly creates the notion that whatever we have is not enough. We can declare independence of that."

It's about realigning our expectations and then squelching the nagging voice in our minds that propels our discontent. Pennsylvania psychologist Paul-ine Wallin calls this voice our "inner brat," an evil twin to our "inner child." After years of counseling clients who routinely made mountains out of molehills, Wallin dived into the concept, named it and produced the book "Taming Your Inner Brat: A Guide for Transforming Self-Defeating Behavior" (Wildcat Canyon Press, 2004).

"We have enough big things to be upset about," she says. "Frustration leads to aggression. If you don't let yourself get frustrated in the first place, then you don't get so angry and you don't blow things out of proportion."

Stress also fuels bratty behavior. Psychologist Ronald Nathan, of Albany, N.Y., recommends practicing relaxation techniques when waiting for such things as public transportation, the doctor or tech support. This turns a disadvantage (the frustration of waiting) into an advantage (making good use of that time to relax).

"Whether you are tempted to interrupt someone or are trying to get around a slow car — when you're under stress you tend to react rather than respond," says Nathan, who specializes in stress. "It's a very competitive world we live in, so we easily get frustrated."

Nathan has trademarked a technique for stress relief that has a time-release formula (www.relaxfastforfree.com). It involves setting an unobtrusive alarm — the vibrate function on your phone, for example — to remind you to take several minutes to do some deep belly breathing and loosen your muscles and limbs, reframing of the mind that can become automatic.