Below, it says that "craving" is the habit of reifying things, resulting in the notion that we need ever-increasingly more things to live happily.
How could craving (tanha) be the habit of reification (papanca)? How does it link?
From Piya Tan's commentary of Cetana Sutta (SN 12.38-40):
What is interesting here is Mahā Cunda’s statement (from MN 144) that rebirth and suffering are rooted in "emotional dependence" (nissita), which the Majjhima Commentary explains as arising on account of craving and view (MA 5:83). "Craving" is the habit of reifying people, things and ideas, resulting in the notion that we need "more and more" to live happily; "view" is the delusion that sustains and moves craving, and its necessary opposite, hate.