Hedonics in Consumer Behavior
HANDBOOK OF CONSUMER PSYCHOLOGY, C. P. Haugtvedt, P. M. Herr, and F. R. Kardes, eds., PP. 639-658, Mahwah, NJ: Erlbaum, 2008
20 Pages Posted: 29 Aug 2010 Last revised: 2 Sep 2010
Date Written: July 24, 2007
To maximize happiness, one could either improve desired external outcomes (e.g., wealth) or optimize the relationship between desired external outcome and happiness without improving the outcome per se. Economics focuses on the first method. The present chapter advocates a science about the second method, which we term hedonomics. With its objective to help individuals, including consumers and policymakers, make decisions that maximize their happiness with external outcomes, hedonomics focuses on the relationships (a) between external outcomes and happiness, and (b) between decision and happiness.
Keywords: Subjective Well-Being, Consumption Experience, Behavior Decision Research, Hedonomics
JEL Classification: D81, D11, D12, D91
Suggested Citation: Suggested Citation