How Happiness Affects 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 i...
| Main Authors: | , , |
|---|---|
| Other Authors: | |
| Format: | Article |
| Language: | en_US |
| Published: |
University of Chicago Press, The
2013
|
| Online Access: | http://hdl.handle.net/1721.1/79869 https://orcid.org/0000-0003-1964-4060 |
| _version_ | 1826214259727532032 |
|---|---|
| author | Mogilner, Cassie Aaker, Jennifer Kamvar, Sep |
| author2 | Program in Media Arts and Sciences (Massachusetts Institute of Technology) |
| author_facet | Program in Media Arts and Sciences (Massachusetts Institute of Technology) Mogilner, Cassie Aaker, Jennifer Kamvar, Sep |
| author_sort | Mogilner, Cassie |
| collection | MIT |
| description | 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. |
| first_indexed | 2024-09-23T16:02:44Z |
| format | Article |
| id | mit-1721.1/79869 |
| institution | Massachusetts Institute of Technology |
| language | en_US |
| last_indexed | 2024-09-23T16:02:44Z |
| publishDate | 2013 |
| publisher | University of Chicago Press, The |
| record_format | dspace |
| spelling | mit-1721.1/798692022-10-02T05:55:45Z How Happiness Affects Choice Mogilner, Cassie Aaker, Jennifer Kamvar, Sep Program in Media Arts and Sciences (Massachusetts Institute of Technology) Kamvar, Sep 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. Wharton School (Dean's Research Fund) 2013-08-14T17:34:26Z 2013-08-14T17:34:26Z 2011-12 Article http://purl.org/eprint/type/JournalArticle 00935301 15375277 http://hdl.handle.net/1721.1/79869 Mogilner, Cassie, Jennifer Aaker, and Sepandar D. Kamvar. “How Happiness Affects Choice.” Journal of Consumer Research 39, no. 2 (August 2012): 429-443. © 2011 Journal of Consumer Research, Inc. https://orcid.org/0000-0003-1964-4060 en_US http://dx.doi.org/10.1086/663774 Journal of Consumer Research Article is made available in accordance with the publisher's policy and may be subject to US copyright law. Please refer to the publisher's site for terms of use. application/pdf University of Chicago Press, The University of Chicago Press |
| spellingShingle | Mogilner, Cassie Aaker, Jennifer Kamvar, Sep How Happiness Affects Choice |
| title | How Happiness Affects Choice |
| title_full | How Happiness Affects Choice |
| title_fullStr | How Happiness Affects Choice |
| title_full_unstemmed | How Happiness Affects Choice |
| title_short | How Happiness Affects Choice |
| title_sort | how happiness affects choice |
| url | http://hdl.handle.net/1721.1/79869 https://orcid.org/0000-0003-1964-4060 |
| work_keys_str_mv | AT mogilnercassie howhappinessaffectschoice AT aakerjennifer howhappinessaffectschoice AT kamvarsep howhappinessaffectschoice |