The Inescapable Quest of Happiness: Exploring How the Ideology of Happiness Shapes Contemporary Consumer Society

This paper draws attention to the ideology of happiness and examines how it influences a marketplace. We contribute to the literature on happiness in marketing by highlighting two cultural discourses of happiness that consumers and producers constantly negotiate: happiness as a virtuous project and happiness as a momentary pleasure experience.



Citation:

Gabrielle Patry-Beaudoin and Jay Handelman (2020) ,"The Inescapable Quest of Happiness: Exploring How the Ideology of Happiness Shapes Contemporary Consumer Society", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1219-1219.

Authors

Gabrielle Patry-Beaudoin, Queens University, Canada
Jay Handelman, Queens University, Canada



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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