How Happiness Impacts Choice
Consumers want to be happy, and marketers are increasingly trying to appeal to consumers' pursuit of happiness. However, the results of six studies reveal that what happiness means varies, and consumers' choices reflect those differences. In some cases happiness is defined as feeling excited, and in other cases happiness is defined as feeling calm. The type of happiness pursued is determined by one's temporal focus, such that individuals tend to choose more exciting options when focused on the future, and more calming options when focused on the present moment. These results suggest that the definition of happiness, and consumers' resulting choices, are dynamic and malleable.
Year of publication: |
2011-10
|
---|---|
Authors: | Mogilner, Cassie ; Aaker, Jennifer ; Kamvar, Sepandar |
Institutions: | Graduate School of Business, Stanford University |
Saved in:
freely available
Saved in favorites
Similar items by person
-
The Shifting Meaning of Happiness
Mogilner, Cassie, (2010)
-
Non-profits Are Seen as Warm and For-Profits as Competent: Firm Stereotypes Matter
Aaker, Jennifer, (2010)
-
Kamvar, Sep, (2009)
- More ...