Happy Now Or Overall? the Measurement of Local Versus Global Well-Being

Stacy Wood, University of South Carolina, USA
Adam Craig, University of South Carolina, USA
Happiness (well-being) research is increasingly prominent within many disciplines. This work addresses issues of happiness measurement, specifically, the inherent potential for unintentional and systematic variance due to respondents’ interpretation of how happiness is conceptualized. We examine two common interpretations of happiness, local (happy right now) and global (happy overall), and demonstrate how subtle cues (including priming, context, and wording) can trigger either interpretation. This can lead to surprisingly different responses to seemingly identical happiness measures.
[ to cite ]:
Stacy Wood and Adam Craig (2009) ,"Happy Now Or Overall? the Measurement of Local Versus Global Well-Being", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 707-707.