Balancing Ideal Affects in the Pursuit of Happiness

We show that balancing ideal affects increases life happiness. While Affect Valuation Theory suggests that European- (Asian-) Americans’ ideal affect are upbeat (calm) experiences, we find that greater life happiness resulted from Euro-Americans keeping a journal of calm (vs. upbeat) experiences for a week. The reverse occurred for Asian-Americans.


Anne Laure Sellier, Gita Johar, and Jennifer Aaker (2011) ,"Balancing Ideal Affects in the Pursuit of Happiness", 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: 122-123.


Anne Laure Sellier, New York University, USA
Gita Johar, Columbia University, USA
Jennifer Aaker, Stanford University, USA


NA - Advances in Consumer Research Volume 39 | 2011

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