What is happiness for you?
Happiness is very difficult construct to define. it is undeniably complex and equally fascinating. Perhaps the greatest purpose of life, however often forgotten during the overloaded life most of us live on.
Usually the concept of happiness is only discussed when it is missing in someone’s life. Thus, interestingly, unhappiness is one of the greatest triggers for individuals to consider and attempt to understand it.
When I think of music, I think of happiness. And certainly one of the moments I have felt the happiest are linked somehow to music. So studying happiness and consumption is, for me, also music.
Recently at MarketingDeepDive.org we have initiated a new research project with the attempt to contribute to the discussion involving happiness and consumption. This is certainly not a new topic, but in times of social media and permanent displays of “social” and “desired” projections of “self”, I believe this topic only grows in importance.
Many studies have contributed, by showing the greater effects that consuming experiences have on happiness when compared to tangible products. Personally, for anyone starting on the topic, I would suggest reading the following:
- Happiness for Sale: Do Experiential Purchases Make Consumers Happier than Material Purchases? (Nicolao, Irwin and Goodman, 2009)
- The hidden cost of value-seeking: People do not accurately forecast the economic benefits of experiential purchases (Pchelin and Howell, 2014)
The study displayed here is only the start, a descriptive stage in which we aim to gather an overview of respondent’s perception towards different product categories and certain behaviors and attitudes.
Overall, the project will include also:
- In-depth interviews with specific demographic groups
- Laboratory experiments with seniors and individuals that had near death experiences
HOW TO PARTICIPATE
You can participate by clicking HERE (will open on a new window or tab) or simply answering the survey below:
Results Will be Shared
The data collection process is expected to be concluded by April 2018. Afterwards we will share and discuss much of the findings here at MarketingDeepDive.org.
See you soon with results.