5-C: Do Consumers Get What They Want? How Desires Influence Consumer Happiness

Leonardo Nicolao, UFRGS, Brazil
Vinicius Brei, UFRGS, Brazil
This research shows that the intensity of consumption desires predicts expected happiness for both material and experiential purchases. However, this pattern does not hold for experienced happiness with past purchases. Past happiness increases with the intensity of desires for material purchases, but not for experiences.
[ to cite ]:
Leonardo Nicolao and Vinicius Brei (2017) ,"5-C: Do Consumers Get What They Want? How Desires Influence Consumer Happiness", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1051-1051.