How Happiness Affects Choice

16 Pages Posted: 1 Nov 2011 Last revised: 27 Sep 2012

See all articles by Cassie Mogilner

Cassie Mogilner

University of California, Los Angeles (UCLA) - Anderson School of Management

Jennifer Aaker

Stanford University - Graduate School of Business

Sepandar Kamvar

Massachusetts Institute of Technology (MIT) - MIT Media Laboratory

Date Written: October 1, 2011

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.

Keywords: brand management, power and influence, marketing implemetation, customer relations, consumer choice, advertising, organizational change, marketing strategy, motivation, market research, happiness

Suggested Citation

Mogilner, Cassie and Aaker, Jennifer Lynn and Kamvar, Sepandar, How Happiness Affects Choice (October 1, 2011). Journal of Consumer Research, Vol. 39, No. 2, 2012. Available at SSRN: https://ssrn.com/abstract=1952193 or http://dx.doi.org/10.2139/ssrn.1952193

Cassie Mogilner (Contact Author)

University of California, Los Angeles (UCLA) - Anderson School of Management ( email )

110 Westwood Plaza
Los Angeles, CA 90095-1481
United States

Jennifer Lynn Aaker

Stanford University - Graduate School of Business ( email )

655 Knight Way
Stanford, CA 94305-5015
United States

Sepandar Kamvar

Massachusetts Institute of Technology (MIT) - MIT Media Laboratory ( email )

20 Ames St.
Cambridge, MA 02139-4307
United States

Register to save articles to
your library

Register

Paper statistics

Downloads
474
rank
57,462
Abstract Views
2,492
PlumX Metrics