The Inescapable Quest For Happiness: Exploring How the Ideology of Happiness Shapes Contemporary Consumer Marketplace
This paper draws attention to the ideology of happiness and examines how it structures a marketplace. We contribute to the literature on happiness by highlighting four happiness discourses that interact in the marketplace, and by revealing how consumers and producers negotiate these different and contradictory cultural discourses.
Gabrielle Patry-Beaudoin and Jay Handelman (2021) ,"The Inescapable Quest For Happiness: Exploring How the Ideology of Happiness Shapes Contemporary Consumer Marketplace", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 213-214.
Gabrielle Patry-Beaudoin, Queen's University
Jay Handelman, Queen's University
NA - Advances in Consumer Research Volume 49 | 2021
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