Understanding Consumers’ Well-Being: Moving Consumption From Materialism Towards Happy Hedonism

This research studies how happy hedonism can boost consumers’ well-being. It explores the idea that pursuing pleasure through the consumption of products and experiences, often considered as materialistic behavior, might positively and not negatively contribute to consumer well-being. Four studies explore the happy hedonism phenomenon, distinguishing it from consumer materialism.


Rita Coelho do Vale and Rik Pieters (2021) ,"Understanding Consumers’ Well-Being: Moving Consumption From Materialism Towards Happy Hedonism", 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: 485-486.


Rita Coelho do Vale, Universidade Católica Portuguesa, Católica Lisbon School of Business and Economics
Rik Pieters, Tilburg University


NA - Advances in Consumer Research Volume 49 | 2021

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