In:
Journal of Consumer Psychology, Wiley, Vol. 28, No. 4 ( 2018-10), p. 673-681
Abstract:
Although much of consumption behavior is prompted by the pursuit of happiness, enduring happiness remains elusive, since happiness is destined to adaptation. Our research identifies a novel yet simple method of slowing hedonic adaptation from consumption activities: reducing specificity of the happiness goal. We propose that in the realm of happiness, contrary to findings from other domains, having a general (e.g., feeling good) versus a specific (e.g., excitement) emotional goal might hold the key to more enduring happiness. One lab experiment and a longitudinal study demonstrate general (vs. specific) goals expand the breadth of emotions experienced from consumption activities, which in turn impact the top‐of‐mind awareness of the consumption target over time; higher top‐of‐mind awareness of the target allows one to continue to derive happiness from it. Importantly, the happiness advantage of general emotional goals strengthens over time. Given a significant tendency by consumers to pursue specific happiness goals (as three pilot studies reveal), a simple change in the way they formulate their happiness goals could be consequential for consumer wellbeing.
Type of Medium:
Online Resource
ISSN:
1057-7408
,
1532-7663
DOI:
10.1002/jcpy.2018.28.issue-4
Language:
English
Publisher:
Wiley
Publication Date:
2018
detail.hit.zdb_id:
2021876-X
detail.hit.zdb_id:
1109529-5
SSG:
3,2
SSG:
5,2
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