Banking Happiness

Ali Faraji Rad, Nanyang Technological University, Singapore
Leonard Lee, National University of Singapore, Singapore
We document a phenomenon that we call banking happiness—in anticipation of negative feelings arising from an upcoming event, people take actions to increase momentary happiness to enhance their ability to overcome the anticipated negative feelings. Hence, people view happiness as a currency that can be collected and expended later.
[ to cite ]:
Ali Faraji Rad and Leonard Lee (2015) ,"Banking Happiness", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 785-785.