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How Happiness Impacts Choice

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Author Info

  • Mogilner, Cassie

    (University of PA)

  • Aaker, Jennifer

    (Stanford University)

  • Kamvar, Sepandar

    (MIT)

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    Abstract

    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.

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    File URL: http://gsbapps.stanford.edu/researchpapers/library/RP2084-1.pdf
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    Bibliographic Info

    Paper provided by Stanford University, Graduate School of Business in its series Research Papers with number 2084.

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    Date of creation: Oct 2011
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    Handle: RePEc:ecl:stabus:2084

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    1. Leonardo Nicolao & Julie R. Irwin & Joseph K. Goodman, 2009. "Happiness for Sale: Do Experiential Purchases Make Consumers Happier than Material Purchases?," Journal of Consumer Research, University of Chicago Press, vol. 36(2), pages 188 - 198.
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