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How Happiness Affects Choice

Author(s)
Mogilner, Cassie; Aaker, Jennifer; Kamvar, Sep
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DownloadKamvar_How Happiness.pdf (391.0Kb)
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Article is made available in accordance with the publisher's policy and may be subject to US copyright law. Please refer to the publisher's site for terms of use.

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Article is made available in accordance with the publisher's policy and may be subject to US copyright law. Please refer to the publisher's site for terms of use.
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Abstract
Consumers want to be happy, and marketers are increasingly trying to appeal to consumers’ pursuit of happiness. However, the results of six studies reveal that what happiness means varies, and consumers’ choices reflect those differences. In some cases, happiness is defined as feeling excited, and in other cases, happiness is defined as feeling calm. The type of happiness pursued is determined by one’s temporal focus, such that individuals tend to choose more exciting options when focused on the future, and more calming options when focused on the present moment. These results suggest that the definition of happiness, and consumers’ resulting choices, are dynamic and malleable.
Date issued
2011-12
URI
http://hdl.handle.net/1721.1/79869
Department
Program in Media Arts and Sciences (Massachusetts Institute of Technology)
Journal
Journal of Consumer Research
Publisher
University of Chicago Press, The
Citation
Mogilner, Cassie, Jennifer Aaker, and Sepandar D. Kamvar. “How Happiness Affects Choice.” Journal of Consumer Research 39, no. 2 (August 2012): 429-443. © 2011 Journal of Consumer Research, Inc.
Version: Final published version
ISSN
00935301
15375277

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