Moments That Last: Meaningfulness Slows Happiness Decay

The happiness experienced when recalling positive experiences decays rapidly over timeā€”even after a single day. However, these happiness decay patterns are mitigated when moments are more meaningful. As a result, meaningful moments stay happier longer, which in turn predicts consumer choice.


Rhia Catapano, David Hardisty, and Jennifer Aaker (2017) ,"Moments That Last: Meaningfulness Slows Happiness Decay", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 63-67.


Rhia Catapano, Stanford University, USA
David Hardisty, University of British Columbia, Canada
Jennifer Aaker, Stanford University, USA


NA - Advances in Consumer Research Volume 45 | 2017

Share Proceeding

Featured papers

See More


To Trace is to Trust: From Product Traceability to Brand Trust

Jing Wan, University of Groningen, The Netherlands
Pankaj Aggarwal, University of Toronto, Canada
Min Zhao, Boston College, USA

Read More


Spreading of Alternatives Without a Perception of Choice

Kurt P. Munz, New York University, USA
Vicki G. Morwitz, New York University, USA

Read More


O8. Valuation and Allocation of Bought Time

Eisa Sahabeh Tabrizi, University of Southeast Norway
Marit Engeset, University of Southeast Norway
Luk Warlop, Norwegian School of Management, Norway

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.