consumer happiness & well-being
TRANSCRIPT
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CONSUMER HAPPINESS
& WELL-BEING
C. Gaston-Breton, ESCP Europe (Madrid)
B. Heilbrunn, ESCP Europe (Paris)
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CONTEXT: AN OVERUSED BUT UNDERINVESTIGATED TOPIC
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MANAGERIAL CONTEXT
Designing “happy products and services”, Delivering “happy
experiences”
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MANAGERIAL CONTEXT
A Human vs. Customer centric approach to Marketing
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MANAGERIAL CONTEXT
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Source: ZenithOptimedia, 2015, The Pursuit of Happiness Study for Millenials (18-34 years old), based on 6,000 respondents across all continents
Millenials are looking for meaningful life and relationships with the
brands
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MANAGERIAL CONTEXT
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Source: ZenithOptimedia, 2015, The Pursuit of Happiness Study for Millenials (18-34 years old), based on 6,000 respondents across all continents
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MANAGERIAL CONTEXT
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Source: ZenithOptimedia, 2015, The Pursuit of Happiness Study for Millenials (18-34 years old), based on 6,000 respondents across all continents
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RESEARCH CONTEXT
Roundtable sessions at CB conferences
Special session of the 2014 Association for Consumer
Research (ACR) Conference, titled "What Makes
People Happy? Antecedents and Consequences of
Happiness.".
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RESEARCH CONTEXT
Research Dialogue in 2015 at Journal of Consumer Psychology
(JCP)
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RESEARCH CONTEXT
Recent research papers in Journal of Consumer Research (JCR)
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2016
2015
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RESEARCH AGENDA
i. Impact of Emotions (joy) / Attitudes (optimism) / Practices (mindfulness) on Consumption (consequences and drivers)
ii. Measure of consumer happiness(es),happy products, services and experiences (measures)
iii.Moderating influence of consumer characteristics (socio-demographics, psychographics, ..) on the relationship between happiness & consumption (moderators)
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RESEARCH QUESTION 1.
DRIVERS OF CONSUMER HAPPINESS
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PITCH
What makes you more happy: an experiential or a material
purchase?
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EXPERIENTIAL PURCHASES
The distinction between Material and Experiential Purchases was first
introduced by Van Boven and Gilovich (2003)
“Spending money with the primary intention of acquiring a life experience _ an event or series of event that you personally encounter or live through”
“Spending money with the primary intention of acquiring a material possession _ a tangible object you obtain and you keep in your possesion”
Clothes (62%), TV & Computers (26%)
“Having a TV”
Cultural products (43%), Travel (32%), Restaurants (17%)
“Having fun watching a TV program”
EXPERIENTIAL PURCHASES MATERIAL PURCHASES
EXPERIENTIAL PRODUCTS/BENEFITS
MATERIAL PRODUCTS/BENEFITS
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EXPERIENTIAL PURCHASES
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Source: L.V Boven & T. Gilovich (2003) To Do or to Have? That is the question,, Journal of personality an social psychology, 85 (6) 1193-1202.
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VALENCE OF THE OUTCOME
Greater happiness for positive experiential purchases but also greater
unhappiness for negative experiential purchases.
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Source: L. Nicolao, J. Irwin, J. Goodman (2003) To Do or to Have? That is the question,, Journal of personality an social psychology, 85 (6) 1193-1202.
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NATURE OF THE EXPERIENCE
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Source: Bhattarcharjee and Mogilner (2014) Happiness from ordinary and extraordinary experiences, Journal of Consumer Behavior, 41, 1-17.
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NATURE OF THE EXPERIENCE
18 Source: Bhattarcharjee and Mogilner (2014) Happiness from ordinary and extraordinary experiences, Journal of Consumer Behavior, 41, 1-17.
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UNDERLYING PROCESSES
“The ambiguous nature of some purchases highlights the fact that it is not whether a purchase is material or experiential per se that
determines the satisfaction people derive from it. Instead, it is the set of psychological processes that tend to be invoked by experiences and material goods that determine how much satisfaction they provide.”
(Gilovich, Kumar and Jampol, 2015)
(1)Experiential purchases enhance social relations more readily and effectively than material goods
(2)Experiential purchases form a bigger part of a person’s identity
(3)Experiential purchases are evaluated more on their own terms and evoke fewer social comparisons than material purchases
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RESEARCH QUESTION 2.
MEASURE OF CONSUMER HAPPINESS
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PITCH
Does having kids make people happier?
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HEDONIC & EUDAIMONIC
DIMENSIONS
Hedonic well-being is measured by the occurrence of positive
affect and the absence of negative affect => Focuses on the
outcome of good living and temporal emotional pleasure.
Eudamonic well-being, a doctrine of the ancient Greek
philosopher Aristotle, is explained by self-actualization, self-
acceptance, or commitment to socially meaningful goals =>
Focuses on the way one lives and achieves purpose in life.
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Source: R. Ryan and E. Deci (2001), A review of research on Hedonic and Eudaimonic well-being, Annual Review of Psychology, 52, 141-166.
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PRESENT & FUTURE
FOCUS
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Mogilner, Aaker, Kamvar (2012), How happiness affects choice, Journal of Consumer Research, vol. 39, no. 2, pp. 429-443.
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SATISFACTION/HAPPINESS WITH…
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UK Happiness Index
“How satisfied/happy are you with your current lives?”
Primer Minister David Cameron has launch an on-line survey to 200 000 household/ year.
First findings indicate that the level of life satisfaction is on average a 7,4/10 but the level of anxiety is high for more than 25% of the population (especially for women).
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SATISFACTION/HAPPINESS WITH…
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Buthan GNH vs. GNP
“How satisfied/happy are you with your …….?”
“When you think about this purchase, “how happy does it make
you?”
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PURPOSE/CONTROL IN…
“To which extent do you feel that you have a purpose or meaning in your
lives?
“How much does this purchase contribute to your happiness in life?”
OECD Guidelines on Measuring Subjective Well-being (2013)
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POSITIVE & NEGATIVE EMOTIONS
“For each emotion in the list, indicate the extent to which it is related to a
purchase? “(intensity and direction)
JOY (HAPPY, PLEASED, JOYFUL)
GLADNESS
EXCITEMENT
SADNESS (DEPRESSED, SAD, UNHAPPY)
PAIN
ANGER
PRIDE
GUILT..
SADNESS
EXCITEMENT..
MAIN POSITIVE EMOTIONS
MAIN NEGATIVE EMOTIONS
HEDONIC SELF CONSCIOUS
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POSITIVE & NEGATIVE EMOTIONS
Harmon-Jones et al. (2011), The expression of determination, Journal of Personality & Social Psychology, 100(1), 172-181.
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HAPPINESS CONSTRUCTION
Narratives, Diaries, Videos…
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Costley et al. (2007), Happiness, Consumption and Being, Consumer Culture Theory, Vol. 11, 209-240.
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HAPPINESS CONSTRUCTION
EXPLORATORY STUDY with Spanish students (20 students / 80 pictures
and text related to last purchases that made them happy and why)
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HAPPINESS CONSTRUCTION
EXAMPLE WITH Spanish students (20 students / 80 pictures and text)
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With and for oneself
With and for the others
Calm
Exitement
Feel
Esthetic
Stimulation
Play
Humor
Creativity
Conscious
Health
Authenticity
Participate
Projects
Sharing
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PROJECT 3.
MODERATORS OF CONSUMER HAPPINESS
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SOCIAL CONTEXT
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World Happiness Report, 2015
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SOCIAL CONTEXT
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ECONOMIC CONTEXT
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ECONOMIC CONTEXT
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ECONOMIC CONTEXT
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Source: Hsee, Yang, Li and Shen (2009), Wealth, Warmth and Well-Being, Journal of Marketing Research, June.
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DEMOGRAPHIC CONTEXT
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World Happiness Report, 2015
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CULTURAL CONTEXT
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World Happiness Report, 2015
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CULTURAL CONTEXT
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World Happiness Report, 2015
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CULTURAL CONTEXT
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World Happiness Report, 2015
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THANK YOU !
http://happymgmt.eu/