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How Happiness Impacts Choice

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Listed:
  • Mogilner, Cassie

    (University of PA)

  • Aaker, Jennifer

    (Stanford University)

  • Kamvar, Sepandar

    (MIT)

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.

Suggested Citation

  • Mogilner, Cassie & Aaker, Jennifer & Kamvar, Sepandar, 2011. "How Happiness Impacts Choice," Research Papers 2084, Stanford University, Graduate School of Business.
    • Handle: RePEc:ecl:stabus:2084
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    File URL: http://gsbapps.stanford.edu/researchpapers/library/RP2084-1.pdf
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    References listed on IDEAS

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    Cited by:

    1. Mogilner, Cassie & Kamvar, Sepandar D. & Aaker, Jennifer, 2010. "The Shifting Meaning of Happiness," Research Papers 2070, Stanford University, Graduate School of Business.

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