Satisfying Inherent Preferences to Promote Sustainable Happiness

We classify preferences as inherent and learned and propose satisfying more inherent preferences lead to longer-lasting happiness. Two studies, in domains of personal purchase and life events, find supporting evidence. We discuss the implication of this insight given people in affluent societies invest too much in satisfying learned preferences.


Yanping Tu, Christopher Hsee, and Xilin Li (2017) ,"Satisfying Inherent Preferences to Promote Sustainable Happiness", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 228-232.


Yanping Tu, University of Florida, USA
Christopher Hsee, University of Chicago, USA
Xilin Li, University of Chicago, USA


NA - Advances in Consumer Research Volume 45 | 2017

Share Proceeding

Featured papers

See More


A4. Persuasive Messaging in the Modern Media Landscape: Character Assassinations in Social Network’s Echo Chambers

Niek Althuizen, ESSEC Business School
Sourjo Mukherjee, ESSEC Business School
Negin Latifi Kasani, ESSEC Business School

Read More


Speaking ill of Others: When Negatively-Valenced Gossip Fosters Social Connection

Alixandra Barasch, New York University, USA
Jonathan Zev Berman, London Business School, UK
Heeyoung Yoon, New York University, USA

Read More


Red Flag! The Consequences of Alerting Consumers to Fake Reviews

Jared Joseph Watson, New York University, USA
Amna Kirmani, University of Maryland, 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.