How the Meaning(s) of Happiness Impacts Choice

Cassie Mogilner, University of Pennsylvania, USA
Jennifer Aaker, Stanford University, USA
Sep Kamvar, Stanford University, USA
Marketers are increasingly trying to appeal to consumers’ pursuit of happiness. However, the results of four studies reveal that happiness does not mean the same thing to everyone, and consumers’ choices systematically reflect those differences. For some, happiness is defined as feeling excited; for others, happiness is feeling calm.
[ to cite ]:
Cassie Mogilner, Jennifer Aaker, and Sep Kamvar (2011) ,"How the Meaning(s) of Happiness Impacts Choice", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 121-122.