How Experiences of Freedom Foster Consumer Happiness? a Distinction Between “Freedom To” and “Freedom From” Experiences of Consumption

This research explores two types of experiences of freedom in consumption: “Freedom from” constraints (FF) and “Freedom to” be oneself (FT). A qualitative study, a semantic analysis and an experiment investigate respectively the representations, the differences and the influence of FF and FT on consumer happiness.



Citation:

Charlotte Gaston-Breton, Elin Brandi Sørensen, and Thyra Uth Tomsen (2020) ,"How Experiences of Freedom Foster Consumer Happiness? a Distinction Between “Freedom To” and “Freedom From” Experiences of Consumption", 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: 354-356.

Authors

Charlotte Gaston-Breton, ESCP Business School
Elin Brandi Sørensen, University of Southern Denmark, Denmark
Thyra Uth Tomsen, Copenhagen Business School



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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