How the Meaning(s) of Happiness Impacts Choice

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.


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.


Cassie Mogilner, University of Pennsylvania, USA
Jennifer Aaker, Stanford University, USA
Sep Kamvar, Stanford University, USA


NA - Advances in Consumer Research Volume 39 | 2011

Share Proceeding

Featured papers

See More


N10. How Does It Make You Feel? Emotional Reasoning and Consumer Decisions

Andrea Rochelle Bennett, University of North Texas
Blair Kidwell, University of North Texas
Jonathan Hasford, University of Central Florida, USA
David Hardesty, University of Kentucky, USA
Molly Burchett, University of Kentucky, USA

Read More


Who Gets Credit? Who Gets Blame? The Role of Agency in Ethical Production

Neeru Paharia, Georgetown University, USA

Read More


M1. How Rewarding is Your Rewards Program? Experiential vs. Material Rewards

Ayalla Ruvio, Michigan State University, USA
Farnoosh Khodakarami, Michigan State University, USA
Clay Voorhees, Michigan State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.